Liz Truss became the shortest-serving UK Prime Minister of all time when she announced her resignation in mid-October – the kind of seismic event that means all other stories are put on pause.
And when that happens, there’s only thing we at Radioactive are looking for – how to newsjack it for our clients. The perfect blend of topical and cheeky, a newsjacking opportunity can go far and wide, owning and disrupting the main conversation of the day.
The plan
In this instance we knew it had to be visual and we had to move fast. We got quick sign-off from one of our retained clients, LateRooms.com, after a quick brainstorming session led us to a plan that hinged on hiring a mobile digital billboard, putting an image of the departing PM on the side and adding a slightly provocative catchline. ‘Need a place to stay tonight, Liz?’ spoke to our client’s brand perfectly while capturing the mood nicely.
We added ‘Lettuce help you get away from it all’ in a nod to the virally famous Daily Star salad – and because you just can’t beat a good (or bad) pun.
The results
Our creative stunt landed coverage from the likes of Yahoo and became a talking point on social media as the billboard toured central London.
Very clever Late Rooms #LizTruss pic.twitter.com/HkeKNvWrZ9
— Claire (@_froglet) October 20, 2022
LateRooms came forward with discounted accommodation offer to Liz Truss once she resigned as British prime minister on Thursday, 20 October 2022 #LizTrussResigns #DigitalAdvertising #digital #LateRooms #DiscountedAccommodation #Westminster #London #UK https://t.co/HHtrMDajtC
— Eugenie Absalom (@EugenieAbsalom) October 21, 2022
The #UK media are quickly onto the news of #LizTrussPM Gotta love that sense of #humour 🤣 #LateRooms #Lettuce pic.twitter.com/qQHaLoxZzD
— Tim (@Tim_JohansenUAE) October 21, 2022
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