AdPower Sends 100 Love Letters To Brands

Quick insight: AdPower is turning outdoor advertising into a personal invitation with �Love Letters,� a campaign that sends 100 customised messages directly to ambitious SME brands across the UK.

A Love Letter From A Billboard

What if a billboard could write you a love letter?

That is the idea behind AdPower's latest campaign.

Created with Stink Studios, �Love Letters� sees AdPower court 100 SME brands across different industries, audiences and stages of growth.

Rather than creating one generic advertising message, every letter has been written specifically for its recipient.

The campaign turns outdoor advertising into something much more personal, with each billboard speaking directly to the businesses it celebrates.

100 Brands. 100 Different Stories.

The creative idea is based on personalisation.

Each of the 100 letters includes references that are unique to the featured brand, giving every business its own piece of creative.

For SushiDog, the UK's first build-your-own sushi concept, the copy plays with the brand's world of seaweed and sushi.

For womenswear brand Kaiia, the letter references its recognisable soft hoodies and TikTok-driven identity.

And for luxury footcare specialist Margaret Dabbs, the billboard itself becomes the writer, opening with a playful admission that it has no feet despite talking to a brand dedicated to them.

The result is 100 different creative executions built around 100 different brand personalities.

Putting The Message Close To Home

The campaign is not only personalised in its copy.

Each Love Letter will appear on a billboard close to the recipient brand's office or store.

That location strategy makes the message feel even more direct.

Founders, employees and teams can encounter their own personalised billboard in the real world, turning a conventional media placement into a moment designed to generate attention inside the business itself.

It also creates a natural opportunity for the featured brands to photograph, share and amplify the campaign through their own channels.

Making Mainstream Media More Accessible

Behind the creative idea is a broader message about who gets to use outdoor and audio advertising.

AdPower is Global's self-service advertising platform, designed to make mainstream outdoor and audio media easier for ambitious businesses to access.

Users can book advertising across outdoor environments and radio brands, upload their own creative assets or use AdPower's AI design tools to create campaigns.

The platform is designed for businesses that may already be comfortable buying digital media but are less familiar with traditional outdoor or audio advertising.

Love Letters turns that proposition into a campaign.

From Digital Advertising To The Real World

For many growing brands, digital advertising is often the most familiar route to market.

AdPower is positioning outdoor and audio as another opportunity to build brand recognition at mainstream scale.

The campaign highlights the idea that premium advertising environments are not exclusively reserved for the largest brands.

For SMEs, appearing on a billboard can become a powerful signal of ambition, helping a growing business look and feel like an established brand.

Built With Analogue Character

The physicality of the campaign extends into its creative production.

All 100 letters were individually typed on a typewriter, deliberately embracing imperfections, textures and the character of analogue creation.

Each letter was then photographed and transformed into a unique billboard execution.

That approach gives the campaign a handcrafted quality that contrasts with the scale of the media network behind it.

One platform. One campaign. One hundred individual pieces of creative.

Outdoor Meets Audio

Love Letters is also part of a larger marketing campaign from AdPower.

The next phase includes brand-building outdoor advertising across the UK, appearing on Street Hubs, Billboards by Global and the Transport for London network.

The campaign will also extend into radio advertising across Global brands including Heart and Capital, followed by an AV campaign later in the autumn.

This gives AdPower an opportunity to demonstrate its own proposition through the same channels it wants more businesses to explore.

Why The Idea Stands Out

Love Letters takes a familiar advertising format and changes the relationship between the advertiser and the audience.

Instead of asking people to notice a brand, the campaign creates a message that feels like it was made specifically for one.

The combination of personalisation, location and physical scale gives each execution a reason to be seen and shared.

At the same time, the campaign communicates a clear business message: outdoor and audio advertising can be accessible to ambitious brands beyond the biggest advertising budgets.

Final Thought

AdPower's �Love Letters� campaign shows how outdoor advertising can become more than a media placement when the creative is built around the person receiving it.

By creating 100 individual letters for 100 different businesses, AdPower turns the billboard into a direct conversation with the brands it wants to bring into outdoor and audio advertising.

Created with Stink Studios, the campaign combines analogue craftsmanship, personalised copy and real-world media to make one simple point:

Mainstream advertising can be for ambitious brands of any size.

Sources

• LBB Online � Global
• LBB Online � Stink Studios