Nike Pledge” by Wieden+Kennedy and AKQA, is an inspirational campaign that features shoppers at Nike’s Westfield Stratford City Store alongside their sports related “pledges” for 2012. The live, dynamic UGC campaign runs on CBS Outdoor’s LCD screens across the Westfield Stratford City mall for two weeks from 5th January 2012.

Each time a shopper shares their sports based New Year’s resolution, the on-site Nike team photographs the participant and uploads their image and “pledge” in real-time via Grand Visual’s OpenLoop platform. Moments later the participant see’s themselves on-screen creating a real buzz around the Nike store and amongst other shoppers keen to star in their own advert.

The UGC activity is part of a broader campaign spanning Outdoor, On line and Press. Media was planned by Mediacom and booked by Kinetic.

Nike BOOM Digital OOH Campaign

Nike launched a regional outdoor campaign to promote the Nike Pro Combat Dri-FIT Competition Base Layer range. The campaign was based around football and rugby fixtures and used out-of-home formats close to match venues to target sports fans with tailored copy for the specific sport and teams.

Working with Wieden + Kennedy, Grand Visual produced the DOOH copy which featured Nike sponsored players smashing through the word BOOM carved out of a block of ice. The creative illustrates the power and performance of the clothing range which combats the cold.

As well as using a variety of DOOH formats along major transport routes and in close proximity to each match venue, the campaign also starred different players to ensure that each execution was locally relevant. For England’s rugby fixtures against New Zealand and Australia, England captain Lewis Moody was featured across XTP, DEP, LCD and Transvision screens at Waterloo underground and rail stations and on static 6 sheets in close proximity to Twickenham Stadium.

Similarly, the Villa vs Blackpool football match at Villa Park showed Agbonlahor smashing through the ice on Birmingham’s 5 Ways screen, Transvision screens, and Super Novae’s brand new Birmingham M5 Lynx screen. This was followed by bursts of activity around Arsenal vs Spurs at Emirates Stadium, Villa vs Arsenal at Villa Park, and Man United vs Arsenal at Old Trafford.

The campaign was booked by Mindshare and runs 5th November to 6th December.

Sky Sports launches a multi network digital outdoor campaign to promote its exclusive live coverage of the Ashes tournament. Supporting the print and static outdoor concept “Stay up or catch up”, the digital activity adds daily match results and tailored commentary based on that day’s game play.

Created by Brothers and Sisters and delivered through Grand Visual’s OpenLoop tactical platform, the multi format digital outdoor campaign targets commuters with tactical day part copy. The morning creative shows a member of Sky’s commentary team greeting commuters with the end of day match scores and reminding fans to “watch the morning catch up” on Sky Player,, or Sky Mobile TV.

On the evening execution a commentator appears providing opinion on the previous day’s play and the day to come – prompting viewers to “Stay up or catch up” with Sky.

The campaign is managed through Grand Visual’s OpenLoop platform which enables copy updates to be pushed across multiple outdoor networks almost instantaneously. The timely and responsive communication runs across seven different networks along popular commuter routes including roadside, forecourt, rail and underground.

Media was booked by IPM and runs for the duration of the test match.

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.”

T-Mobile launched a digital outdoor initiative as part of its inaugural campaign promoting the T-Mobile G1, the world’s first Android-powered phone. The campaign aired across London Underground screens, digital 6-sheets, and on LCD screens at the brand new Westfield Shopping Centre.

Grand Visual created three separate executions for the T-Mobile G1 campaign based on Saatchi & Saatchi’s creative concept which uses Google Mobile map icons denoting places of interest. The first execution features a local chip shop with a giant pin head marking the spot. The image zooms out to reveal a product shot with a Google map highlighting the location on screen. A speech bubble appears with the announcement and call to action “It’s here – The new T-Mobile G1 with Google. Get yours now at our local T-Mobile store.”

The second execution announces the phone’s arrival with the Google pin head marking London’s popular Borough Market before zooming out to show the markets map location and call to action. The final execution features a group of men playing golf when a giant envelope appears on the golf course demonstrating the phone’s ability to send and receive mail direct using the Gmail application.

Grand Visual have produced a multi-network digital outdoor campaign for Bacardi Superior Rum spanning several different networks and locations. The campaign promotes Barcardi Superior Rum as a versatile drink ‘Made to Mix’.

This digital push is the largest campaign of its kind to run in the UK and represents a significant investment in the medium by a leading drinks brand. The campaign is set to roll out on 18 June and will air on CBS Outdoor DEP; LCD networks, JCDecaux and Clear Channel bus shelters, Forrest Media and Ocean Outdoor city screens and in-bar networks Brightspace and Magnetic.

Working with RKCR/Y&R, Grand Visual successfully delivered 150 individual pieces of copy to the networks. The executions were built using elements from the ‘Made to Mix’ TV and outdoor poster campaigns and complements the nationwide TV, print, online and static outdoor activity.

The roadside element of the campaign shows a splash of Bacardi fusing with a new flavour mid air and gradually changing colour as the suspended liquid spins and takes on each new flavour. As the marriage of flavours concludes the newly mixed drink re-enters the bottle finishing with a pack shot. These executions run across screens in portrait and landscape format at key city centre locations, and also on bus shelter screens across the UK.

For London Underground’s digital escalator panels, Grand Visual developed a 10 second, five panel execution featuring the fusion of flavours splashing across several screens and cascading towards the commuters travelling on the escalator. For in-bar network Magnetic the creative includes a blue tooth element allowing consumers to interact with the brand in a relaxed environment where dwell times are longer.

The result is a highly tailored campaign taking into account the variations between networks which include location, dwell times, and the mind frame of consumers as well as the technical differences in format, aspect ratio and screen resolution.