THE IDEA
Bridget Jones is all about accepting your quirks, flaws and ‘wobbly bits’. Mark Darcy’s famous line ‘I like you very much.. Just as you are’ is exactly what Bridget, the self-improvement addict (and our target audience) needed to hear…

Introducing… Just As GÜ Are. The UK’s first ever complimenting billboard, giving Mark Darcy inspired compliments to passersby. Manned by soundalikes, we served lines from the film plus bespoke messages of love and admiration alongside the ultimate act of self-love: a Gü pot. Activity included live activation, OOH special build, sampling, PR, influencer and paid social.

THE RESULTS
• 168 pieces of coverage – with 86% including campaign imagery
• 89% of coverage featured three or more key messages
• 11 influencers posted organic content with 245k social impressions
• 3.14% online engagement rate
• 7,000 samples distributed over 7 days
• 9.3M total opportunities to see (90K from live activation)
• 119M+ combined reach
• 9% increase in consideration amongst 24-45 year olds
• +4 points during launch month in YouGov brand tracker