700 Digital Out-of-Home Screens Mark UK Paralympic Team Achievements from Edinborough to Brighton
UNITED KINGDOM — Sainsbury’s, a UK-based supermarket chain, has launched a digital out-of-home campaign that combines live text and photos to champion the UK’s Paralympic Team currently competing in Rio. The nationwide campaign features photographs of individual athletes when they were young children, followed by current day shots as Paralympic champions excelling in their sport.
The campaign is designed to capture the buzz and excitement of Rio 2016 while highlighting Sainsbury’s continued support of Team ParalympicsGB and its Active Kids initiative. Live copy celebrates the achievements of the Paralympians by wishing luck to those competing that evening, as well as reacting with congratulatory messages to successful athletes to capture the atmosphere and momentum of each day’s events.
The campaign reaches Londoners during peak morning commuting times, between 7am and 9am, and spans 700 screens across 6 independent media owners, across roadside, retail and city centre locations until the 19th September, 2016. The idea was conceived, planned and booked by PHD and Talon, produced by Grand Visual, and facilitated by OpenLoop. The live DOOH push supports a broader outdoor, print, TV and digital campaign created by AMV BBDO.
“Our ambition is to raise awareness of these world class Paralympic competitors in Rio this summer, and to help keep sports fans connected to the action. Sainsbury’s continue to be champions of our Paralympians and we are excited to be demonstrating our support for them in a new way through our digital outdoor campaign,” said Tom Howe, Project Manager at Sainsbury’s.
“Digital Out-of-home ome media is the perfect medium for capturing the dynamism and sense of momentum we saw recently around the Olympics and anticipate again for the Paras, enabling us to bring the excitement and action of Rio to audiences across the UK in real-time, and hopefully to inspire future generations to take up the challenge,” said Becca Stafford, Business Director at PHD.
“We wanted to ensure Sainsbury’s were first in line to congratulate the athletes competing in Rio,” said Amy Baker, Client Manager, Talon. “This dynamic DOOH campaign has enabled Sainsbury’s to bring the latest news from the games direct to commuters Nationwide each morning during their commute.”
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