The Brief
When OpenAI launched a major advertising campaign for ChatGPT across Manchester, healthcare communications agency Havas Lynx saw an opportunity that could not be ignored.
The data was clear: almost half of people admit to asking AI for medical advice, yet 44% doubt its reliability. Havas Lynx needed to hijack the ChatGPT ads and deliver a counter-message that was impossible to miss: for health advice, always Chat to your GP, not ChatGPT.
The campaign had to be reactive, meaning it needed to appear alongside ChatGPT's own ads in real-time. It had to be bold enough to generate media coverage. And it had to be deployed fast, before the ChatGPT campaign moved on.
The Approach
We deployed our digital adbikes across Manchester, strategically positioning the "Chat GP" message alongside OpenAI's own ChatGPT advertising.
The creative was deliberately designed to mimic the ChatGPT ad style, but with a crucial twist: "Chat GP" instead of "ChatGPT." The visual similarity forced a double-take. People would see the ChatGPT ad, then see the Chat GP adbike right next to it, and immediately understand the message.
Three high-visibility locations were selected across Manchester city centre, each chosen for proximity to existing ChatGPT outdoor advertising. The adbikes operated at street level, moving through pedestrian areas and stopping at strategic points to create a direct visual confrontation between the two messages.
The campaign was designed to be photographed and shared. The juxtaposition of the ChatGPT ad and the Chat GP adbike side by side was inherently shareable, which amplified the campaign's reach far beyond the physical impressions.
The Results
Why This Campaign Worked
The Chat GP campaign is a masterclass in reactive OOH advertising. Several factors made it successful:
- Timing:The campaign launched while ChatGPT's own ads were still live. This created an unmissable visual dialogue between the two messages.
- Format:AdBikes were the perfect format. They could be deployed quickly, positioned precisely next to competitor ads, and moved throughout the day to maximise coverage.
- Creative:The visual similarity to the ChatGPT ad was deliberate and clever. It forced people to look twice, creating a moment of recognition that made the health message stick.
- Shareability:The side-by-side visual of ChatGPT ad and Chat GP adbike was inherently shareable, driving organic reach through social media and industry press.
Want Results Like This?
Whether you need reactive OOH, an adbike fleet, or a full multi-format campaign, we will make it happen. Tell us about your project.
As Featured On
This campaign was featured on Ads of the World, part of the Clio Awards network, one of the most prestigious advertising award platforms globally. Monster Outdoor is credited as the Media Company on the campaign, alongside Havas Lynx as the agency.
The campaign was also covered by:
- MediaPost (USA)
- LBBOnline (Little Black Book)
- Mercado Negro (Peru)
- PR Newswire
- Fierce Pharma
About this campaign: Monster Outdoor provided the digital adbike fleet and managed the OOH deployment for Havas Lynx's Chat GP campaign in Manchester. We plan and execute reactive OOH campaigns across the UK. See more of our work on the case studies page, or get in touch to discuss your campaign.
