ITV1 “Daybreak” Campaign uses OpenLoop

ITV1 launched its flagship breakfast show “Daybreak” with a dynamic online and digital out-of-home campaign. The DOOH activity included tactical daypart messages and was screened in major shopping centres and public transport environments as well as online.

Devised by BBH and produced by Grand Visual, the creative rolled out in three stages.

Firstly, a live countdown teaser featured during the build up to the first show on Monday at 6am, when Christine Bleakley and Adrian Chiles began hosting. This was followed by a simple launch message on the Monday until 6pm when tactical daypart messages ran previewing the shows content for the following day, supporting the shows schedule for the first week of launch.

The client entered the copy directly into GV’s ad serving platform OpenLoop via their desktop, where it was then automatically reformatted and distributed to DOOH and online platforms instantly.

Rebekah Lord from ITV1 commented: “This campaign delivers fresh and relevant content at each phase of the programme launch.”

Lucy Scott, Team Manager at BBH commented: “The campaign is designed to announce the exciting new breakfast format and build interest in the show’s content. By using OpenLoop we have been able to harness the flexibility of digital outdoor media and sync it with all online communications instantly at the push of a button.”