Today, Sainsbury’s is launching a nationwide dynamic digital out of home (DOOH) campaign which will see screens across the UK running live copy to champion the UK Paralympic Team competing at Rio 2016.
The creative features photographs of individual athletes when they were young children, followed by current day shots of them as Paralympic champions excelling in their sport.
Live copy will celebrate the achievements of the Paralympians by wishing luck to those competing that evening, as well as reacting with congratulatory messages to successful athletes to capture the atmosphere and momentum of each day’s events.
The campaign will be live during the morning commute between 7am-9am, on 700 screens, spanning 6 different media owners, across roadside, retail and city centre locations until the 19th September, 2016.
The campaign is designed to capture the buzz and excitement of Rio 2016 whilst highlighting Sainsbury’s continued support of Team ParalympicsGB and its Active Kids initiative.
The idea was conceived, planned and booked by PHD and Talon, produced by Grand Visual, and facilitated by OpenLoop. The live DOOH push supports a broader outdoor, print, TV and digital campaign created by AMV BBDO.
Tom Howe, Project Manager at Sainsbury’s commented:
“Our ambition is to raise awareness of these world class Paralympic competitors in Rio this summer, and to help keep sports fans connected to the action. Sainsbury’s continue to be champions of our Paralympians and we are excited to be demonstrating our support for them in a new way through our Digital Outdoor campaign.”
Becca Stafford, Business Director at PHD commented:
“Digital Out of Home is the perfect medium for capturing the dynamism and sense of momentum we saw recently around the Olympics and anticipate again for the Paras, enabling us to bring the excitement and action of Rio to audiences across the UK in real-time, and hopefully to inspire future generations to take up the challenge.”
Dan Dawson, Chief Creative Technology Officer at Grand Visual commented:
“As well as bringing the anticipation and fun of the Rio Games to fans whilst they are out and about, this campaign emphasises Sainsbury’s continued sponsorship and support of these athletes and taps into the national sentiment we hold for these professionals competing on the world stage at Rio.”
Amy Baker, Client Manager, Talon said:
“We wanted to ensure Sainsbury’s were first in line to congratulate the athletes competing in Rio. This dynamic live DOOH campaign has enabled Sainsbury’s to bring the latest news from the games direct to commuters Nationwide each morning during their commute.”