In a media first, GSK’s Piriteze brand recently brought their product to life by growing flowers inside outdoor six-sheet spaces.
As part of this new campaign, 12 roadside bus shelters were fitted with bespoke units containing real living flowers filled with special water-retaining soil – as well as fans to maintain temperature and regulate humidity. Interior LED lighting was also installed to add a final aesthetic flourish along with full Piriteze branding and product imagery.
The six-sheets remained live for two weeks, allowing the flowers to blossom and grow within the ad panel.
MEC Opinion: This is a brilliant and innovative idea that has brought to life a product that is often thought of as a low interest category. Outdoor offers a great opportunity for brands to reach out to their audiences in a very relevant environment, which in this case meanst targeting those who are out and about and suffering with hay fever. This smart use of outdoor media helps show us that there are so many creative possibilities yet to be explored – and how we might be inspired to take advantage of them.
