image for True Digital's work receives global recognition

True Digital's work receives global recognition

Published on Thursday, 10th May 2018, contributed by True Digital

True Digital’s work for Fuller’s has picked up honoree status for best Digital Campaign at the 2018 Webby Awards. This means that the work, entitled “My Dad’s Pub” came in the top 18% of the 13,000 entries to the global internet awards. In the same category came work for HBO’s Game of Thrones and a collaboration between Spotify and Netflix for the second season of Stranger Things.

True were challenged with coming up with a smart route to get more people to book Fuller’s Pubs for Father’s Day.

As a nation, we spend three times as much on Mother’s Day as we do on Father’s Day. Mums get four times as many cards as Dads. Worst of all, according to QI, Mother’s Day registers the greatest number of phone calls, while Father’s Day triggers the highest volume of reverse charge calls. Therefore, the idea was to give Dads the more visible display of affection they deserve, whilst promoting table bookings at the huge estate of Fullers’ pubs across the UK.

The campaign meant a lucky winner could dedicate an entire pub to become their Dad’s local. Pull the pints, have his favourite food and, best of all, have his name and picture on the sign. Anyone who entered the competition could claim a free pint for themselves and their Dad.

Over the two-week campaign, Fuller’s experienced the highest ever volume for brand-related searches. This indicated a shift towards a new customer journey; one that starts not with the pub’s address but the Fuller’s brand and its offering.

Nick Corden, Head of Retail Marketing at Fuller, Smith & Turner said “My Dad’s Pub was a unique way to celebrate Father’s Day and reward dads with the ultimate Father’s Day present. Fuller’s customers love the competition as much as we do, and we can’t wait to build on it with Team True in 2018.”

Founded in 2004, True is a digital marketing agency. Based on Baldwin Street, the agency works with major brands including Wealthify, Triodos Bank, npower and Fuller’s.

True are currently recruiting a new Senior Account Manager, so if you are on the lookout for a new challenge and think you are ambitious, tenacious and able to nurture fruitful client relationships, get in touch.