The weekend saw a fantastic illustration of just how fast a campaign can go live on digital out of home as a result of something happening in the news.
Sunday saw Manchester City win the Premier League title. The following day , a digital campaign ran on large format screens in Manchester including Ocean’s Axis @ Hacienda and the Printworks Screen. Both screens were situated on the route of the victory parade and replayed the winning moments from the game and even got a mention on Sky News (at 20 seconds in the clip below)
CNN are running a 2 week campaign across the London Underground and Decaux’s Torch. Promoting the new chat show Piers Morgan Tonight, copy will change throughout the campaign to promote each of the guests featured on the evening show.
The conservatives are using digital screens to react quickly to Labours out of home campaigns. The example below shows a 48 sheet creative Labour posted followed by the creative that the Conservatives had live within an hour on digital 48 sheets.
In a recent TV interview Arsene Wenger asked the question ‘can you buy players at Waitrose?’
Waitrose answered this question by producing a specific creative targeting Arsenal fans at Angel station on the day of the next home game. The creative followed the same structure as the rest of the Waitrose campaign however it also displayed Arsene Wengers comments.
To mournthe passing of the “King of Pop” the Evening Standard published a supplement detailing the singers extraordinary life. To promote the supplement, distributed the day after his death, the newspaper created a piece of copy for use on portrait screens on the underground targeting the evening rush hour.
Virgin Trains have been using Ocean Outdoor’s enormous screen in Liverpool to react to public activity in the area by displaying bespoke messaging in real-time. Copy includes references such as :
“we are faster than that number 45 bus!”,
“Hey road sweeper guy, we get to London in a tidy 2 hours and 7 minutes”,
“Hey you with the bag, get carried away to London”
Lastminute tactical activity was booked for Cadbury’s Creme Egg Twisted on JC Decaux’s ‘PrimeTime’ digital billboards with the campaign running for just 2 days