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.”

BMW has launched a digital out of home campaign promoting its daily online prize draw for Olympic 2012 tickets at www.bmw.co.uk/win. As the official automotive partner for the London Olympics 2012, the digital out of home activity forms part of BMWs drive to create new and innovative ways in which they can involve the public and activate their sponsorship.

Created by WCRS and produced by Grand Visual, this specially shot live action campaign ran on CBS Outdoor Digital Escalator Panels and JCDecaux Transvision screens. A specially crafted multi-panel sequence was executed on the DEPs featuring a gymnast tumbling down one side of the escalator panels and a sprinter racing up the other side. The campaign refreshes each morning to promote that days event tickets available to win.

Heineken is activating its sponsorship of the London 2012 Olympic and Paralympic Games through an online hub with fan-generated content. Heineken fans are encouraged to upload photos celebrating the Olympics to www.thefanhub.co.uk, where the best pictures will be displayed on JCDecaux’s Transvision screen at Charing Cross station.

Devised by MediaVest with creative from Iris London, the best content from the Heineken fan hub is selected each day and pulled into Grand Visual’s OpenLoop dashboard where it’s then published instantly across digital outdoor screens. The fan-generated content will run across London Underground and Overground Stations including Charing Cross where they have booked all faces on the Transvision screen for four weeks.

The online hub will provide a guide to useful information about the Olympic and Paralympic Games including where to find big screens showing footage, a daily blog and pictures and Tweets from fans.

Conference

Grand Visual is sponsoring Flex: london – a brand new forum exploring digital out-of-home media, creativity and technology. Once the domain of static broadcast messaging – the digitisation of outdoor has brought with it new opportunities to interact with consumers on a more engaging level. The event is taking place on 18th May 2011.

FLEX : london will explore this dynamic and evolving medium : how it’s being used effectively by planners and creatives; what part technology is playing; opportunities for interaction; social media and mobile integration; and the Olympics and how campaigns will use DOOH during the biggest event in the world.

FLEX : london will be of interest to any forward looking creatives, planners, media owners and creative technologists. The event will showcase creativity in this sector including case studies covering linear, social media, mobile, gesture based, touchscreen, augmented reality and realtime data driven communication.
Follow FLEX on twitter @FlexLondon.

UPDATE:

Wednesday also marked the first, Grand Visual sponsored, FLEX: London DOOH conference.

An audience of over one hundred and fifty ad industry professionals listened to panels and presentations from some of the industry’s foremost practitioners and, judging from the feedback we’ve received, those attending found the event to be enjoyable and stimulating.

We’ll be presenting some summaries of the day’s presentations in the near future, so keep an eye on your inbox.