Sainsbury’s Launch Live #DOOH Campaign to Champion UK Paralympic Team
UK retailer Sainsbury’s has just launched a nationwide dynamic digital out of home campaign which will see screens across the UK running live copy to champion the UK Paralympic Team competing at #Rio2016.
The creative features photographs of individual athletes when they were young children, followed by current day shots of them as Paralympic champions excelling in their sport.
Live copy will celebrate 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 will be live during the morning commute between 7am-9am, on 700 screens, spanning six different media owners, across roadside, retail and city centre locations until September 19, 2016.
The campaign is designed to capture the buzz and excitement of #Rio2016 whilst highlighting Sainsbury’s continued support of Team ParalympicsGB and its Active Kids initiative.
Tom Howe, Project Manager at Sainsbury’s told us “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.”
Amy Baker, Client Manager, Talon added “We wanted to ensure Sainsbury’s were first in line to congratulate the athletes competing in Rio. 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.”
The idea was conceived, planned and booked by PHD and Talon and produced by Grand Visual. The live DOOH push supports a broader outdoor, print, TV and digital campaign created by AMV BBDO.
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