Sky launched a nationwide dynamic digital Out-of-Home (DOOH) campaign to support the release of its brand new wireless home entertainment service Sky Q!
The campaign creative delivered contextual messages on JCDecaux screens along key commuter routes to raise awareness of its “Fluid Viewing” experience.
Using DOOH campaign management dashboard OpenLoop, the location-relevant creative was delivered with messages such as “Take recordings with you to King’s Cross” and also considered the time of day and the route people were traveling.
Dan Dawson, Creative Technology Director at Grand Visual said: “Programmatic creative allows brands to harness the ‘Context Effect’ - data and creativity coming together to communicate in a more resonant and effective way. For the Sky Q campaign, real-time audience information and data insight are used to deliver highly relevant and contextual messages at scale.”
Michael Cobb, Group Account Director at Rapport added: “This campaign maximises the efficiency of digital OOH by using creative automation to convey Sky Q’s fluid viewing offering and providing consumers with specific reasons to believe in the product.”
The campaign was planned and booked with JCDecaux by Rapport and MediaCom, with creative supplied by Brothers & Sisters. The campaign was also deployed across other media owner screens around the UK.
The digital activation is part of a large multi-media launch campaign which started on February 12th. The dynamic aspect of the campaign was live from 29th February until 14th March.
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