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Facebook Portal: Gold Star
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Facebook Portal is today launching an integrated campaign to promote its two new video calling devices – Portal Go and Portal+. The campaign will focus on the important connection between grandparents and grandchildren across TV, digital, social and OOH encouraging families to take advantage of the many benefits that come with sharing experiences through video calling. The campaign also marks the start of a partnership between Portal and YoungMinds, extending through 2022, to reach and recognise the vital role that trusted adults like parents as grandparents can play in supporting the mental health of young people.
Developed with AMV BBDO, the work was driven by research that found that nearly two million UK grandparents only see their grandchildren once a year. So, whilst many families have been able to reconnect in person, the reality is most British families remain separated by geography, especially grandparents from their grandchildren. The campaign sets out to show that Portal allows these two generations to share more real moments together - even when separated - and have more meaningful conversations without worrying about the tech getting in the way, while inspiring parents to connect them more often. A multi-channel strategy covers e-commerce, digital and social media ads and OOH across the country. The campaign will also include a hyper-local activation in Bournemouth. Messages of love from grandchildren will pop up in DOOH placements all over the town, home to more grandparents than anywhere else in the UK.The films for TV and social were directed by multi-award-winning film director Joanna Nordahl. The film features real British families having heart-warming interactions over Portal. In one of the AVs, 'Gold Star', a grandpa waits the whole day until he receives a call from his granddaughter after school to tell him she’s won a gold star for spelling cucumber. The grandfather then reveals he also has something real to share: he’s keeping track of all her daily achievements.
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