ABOUT

This was JUUL's first ever nationwide UK campaign. The out-of-home testimonial-based activity appeared in cities across the UK including London, Birmingham, Manchester, Liverpool, Leeds, Glasgow, Cardiff, Bristol, Newcastle and Belfast. We created 6 different creative testimonial routes and adapted these to OOH, Static DOOH, moving image DOOH, printed POS materials and bespoke branded placements. The concept saw adult testimonials, encouraging exsisting smokers to switch to vaping, The media slots for DOOH were paid for a times where least amount of young viewers would see it, and the placements were bought specifically to be near vape shops and off licenses selling JUUL products.