SSE, the official energy partner of Glasgow 2014, features rising sports stars Jade Jones, Aled Davies, Michael Conlan, Eilidh Child and Craig Carfray in an outdoor advertising campaign to mark the Commonwealth Games from 23 July – 3 August, with the strapline “proud to support our athletes today”.
The dynamic digital out of home campaign will reach audiences nationwide in roadside, retail and airport environments, and calls on fans to back their home nations using twitter.
Fans are encouraged to tweet messages of support using the associated hashtags #GoEngland, #GoScotland, #GoWales and #GoNI. As the tweets increase, they will be dynamically fed by Grand Visual’s OpenLoop technology, in real-time, to the digital scoreboard, to record the nation receiving the most support during the Games.
The winning nation will receive funding for future sports stars from SSE.
The campaign — planned and booked by OMD UK and Talon, with production by Elmwood and Adam & Eve DDB, and digital technology by Grand Visual — will appear on outdoor digital and static sites at Trinity Leeds, Oracle Reading, Birmingham Bullring and Bluewater Kent; Edinburgh, Liverpool and Belfast Airport through JCDecaux, Clear Channel, Ocean and Eye.
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”.