Brief:
GetYourGuide wanted to create noise around Blue Monday to show the day doesn't have to be depressing, and you can make it great with unforgettable experiences.

The Idea:
BLUE MONDAY IS A LIE
Calling out the marketing lie that is Blue Monday, so people can defy the Blue Monday mindset, get outside and have a great day with Get Your Guide.

What We Did:
We called out the Blue Monday BS in a campaign that lived both online and OOH. 

First we teased the call out by asking our audience’s opinion on Blue Monday, through a mixture of social first formats.

Then we created an unmissable 'Did you see that?' moment via an on-site takeover and OOH stunt, plastering 'Blue Monday is a Lie' everywhere.

Finally, we changed the nation’s attitude towards Blue Monday by showing how it should be done, going on a jam-packed day out of unforgettable experiences with Get Your Guide, as chosen by our audience.

The Results:
Over just 17 working days we had 2 bespoke shoots, created assets for 200 OOH sites, wrote 6 articles, 1 radio script, edited content for 5 LBG channels and delivered 31assets over the Christmas period.

The campaign generated 29.31M impressions - an over-delivery of 5.8M. It had a reach of 25.41M, and 137,000 social engagements. 

Creative: Saskia Rimbaut, Charlotte Khushi, Carol Bailey
Creative Producer: Billy Lucas
Director: Billy Lucas
Producer: Penny Gabriel
Senior Producer: Millie Law
Production Coordinator: Stephanie Skarbek
Account Manager: Evangel Glover
Account Director (Client Sales): Jacob Gundry
Account Director (Client Solutions): Alex Guisely
Talent Manager: Mollie Goodman
Talent Executive: Niharika Mittal