AdPower courts SMEs with ‘Love Letters’

Created with Stink Studios, the campaign features individual letters addressed to brands across sectors including beauty, food, fashion, travel and technology.

Global’s self-service advertising platform AdPower has launched Love Letters, a campaign targeting 100 independent UK brands with personalised outdoor advertising designed to demonstrate how smaller businesses can access mainstream outdoor and audio media.

Each message incorporates references to the recipient and will appear on billboards near the company’s offices or stores.

AdPower targets 100 independent UK brands

The campaign includes businesses such as Grace & Stella, Bread Ahead, Daye, AKT and Ocean Bottle. The creative is written from the perspective of a billboard, with messages tailored to individual brands.

For SushiDog, a UK build-your-own sushi concept, the letter includes the line: "Wrap me in seaweed, and let’s spread the word." For Margaret Dabbs, a luxury footcare specialist, the message begins: "I know this is a long shot. I don’t have any feet and that’s what you’re all about. But let me tell you, this relationship has legs."

Miranda Mathews, Director, AdPower: "Many SME brands have spent years flirting with the idea of brand advertising, especially in iconic places like the Tube, on a London bus, or alongside household-name brands like Heart and Capital.

But for many, that world has historically felt complicated or out of reach. AdPower was created to change that – making premium media much easier for small but ambitious businesses to access.

We hope Love Letters helps more small and medium sized businesses turn a long-held interest in brand advertising into something real."

Love Letters brings personalised OOH to SMEs

AdPower enables businesses to book audio and outdoor advertising through a self-service platform. Users can upload their own creative assets or use AdPower’s AI design tools to create radio and outdoor advertisements.

The platform offers access to Global’s media network, including radio brands such as Heart and Capital, as well as outdoor inventory across city centres and transport networks.

The Love Letters campaign will form part of a wider marketing programme beginning in late September. The activity will run across Street Hubs, Billboards by Global and the Transport for London network, alongside radio advertising and an AV campaign planned for the autumn.

Global expands access to outdoor and audio advertising

Ed Currie and Andy Coxon, co-founders, AKT: "When we received our Love Letter, we did what any self-respecting West End alumni would do! We read it out loud, dramatically, more than once. It was a proper ‘pinch me’ moment. We built AKT from a kitchen experiment in Camden into a brand people are obsessed with and loyal to. This recognition is the ultimate validation that AKT is a genuine contender ready for an even bigger stage. It honestly means the world.

“Outdoor and audio play a massive role in the next stage of AKT’s brand-building, giving us the chance to build a different kind of trust by showing up in the real world, not just on our customers’ feeds. AdPower’s ads are unmissable because they are unscrollable. The Love Letter campaign shows that mainstream advertising isn’t just for brands with the biggest budgets, but those with the boldest stories.

“We’re building something meant to last. We’re the real deal and we’re here to slay… we mean stay. Well, both.”

Caroline Finn, Chief Marketing Officer, Grace & Stella: "We’re all about creating little feel-good moments that have big impact in people’s busy lives, so having AdPower’s Love Letter campaign help us bring our own brand promise to life to a bigger audience means so much.

“Having Grace & Stella on a billboard was a goal of mine when I joined Grace & Stella, which makes it even more exciting. There’s already such a buzz in the office and everyone is coming out to see it.

“Our ambition is to become a household name, and outdoor and audio can play a big part in putting us front of mind and helping us show up like a major beauty player. For other independent brands wondering whether mainstream advertising is for them, I’d say try it, you might like it!”

Typewritten letters form the campaign creative

Each of the 100 letters was typed individually on a typewriter to retain the imperfections and physical characteristics of analogue production. The letters were then photographed and adapted into billboard creative.

Kat Thomas, Creative Director, Stink Studios: "We love the symmetry of one of the oldest media types (billboards) getting a modern revamp with a new platform, and using an old school typewriter to craft messages to new brands.

With one hundred singular gestures, we’ve drawn on our out-of-home expertise and our history working with brands to understand what makes each business distinctive.

We’ve then translated that insight into a personalised experience and a large-scale expression of love and respect for every brand that features in the campaign, built with craft and genuine human effort ."

The 100 brands featured include AKT London, Bad Brownie, Bound, Bread Ahead, Brindisa, Cuvva, Daye, Grace & Stella, Kaiia, Margaret Dabbs London, Ocean Bottle, Olio, SushiDog, Ultra Violette, Workshop Coffee and Yum Bun, among others.

www.global.com

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