Up-and-coming sports stars are set to be the face of a new Out-of-Home advertising campaign for SSE, the Official Energy Partner of Glasgow 2014 Commonwealth Games.
With the strapline: “proud to support our athletes of today”, SSE’s nationwide campaign reaches audiences across roadside, retail and airport environments, including high-profile digital locations, in a campaign with JCDecaux. The campaign is planned and booked by OMD UK and Talon, and production is by Elmwood and Adam & Eve DDB.
Boosting the spirit of the Commonwealth Games, SSE is targeting audiences on-the-move in Wales, Scotland, England and Northern Ireland with multiple creatives that promote each nation’s athletes, including the hashtags: #GoWales, #GoScotland, #GoEngland and #GoNI. Athletes starring in the campaign include: Jade Jones (paralympian, England), Aled Davies (paralympian, Wales) and Michael Conlan (boxer, Belfast).
At the host airport and gateway to the Games, SSE has selected Scottish sports stars Eilidh Child (track and field, Scotland) and Craig Carfray (weightlifter, Scotland) to dominate the iconic Glasgow Airport Welcome Site to greet passengers in a campaign with JCDecaux Airport.
Richard Evans, Business Director at OMD UK, said: “Outdoor represents a fundamental pillar of our Glasgow 2014 strategy; delivering strong impact and making sure that each of the home nations are fully aware of SSE’s support for the games”.
SSE will also run a dynamic DOOH campaign that counts the tweets, that include the hashtags, and live-streams the results to a digital scoreboard that will announce the winning nation with the most online buzz. This activity will be deployed on JCDecaux's M-Vision screen at Trinity Leeds.