Sky, the UK’s biggest OOH advertiser, has launched a nationwide dynamic digital OOH campaign supporting the launch of Sky Q, a new wireless home entertainment service that offers a “Fluid Viewing” experience. The campaign creative delivers contextual messages along popular commuter routes to promote the benefits of the Sky Q service in a highly impactful way.

Through OpenLoop, the DOOH campaign management dashboard, location data is layered with audience mapping data to programmatically deliver the creative. Using the ‘Take It With You’ campaign messaging, the digital OOH contextualises the creative according to the location, time of day and the route people are traveling, mirroring Sky Q’s Fluid Viewing service.

Dan Dawson, Creative Technology Director at Grand Visual comments:

“Programmatic creative allows brands to harness the ‘Context Effect’ – data and creativity coming together to communicate in a more resonant and effective way. For the Sky Q campaign, real-time audience information and data insight are used to deliver highly relevant and contextual messages at scale.”

Michael Cobb, Group Account Director at Rapport adds:

“This campaign maximises the efficiency of digital OOH by using creative automation to convey Sky Q’s fluid viewing offering and providing consumers with specific reasons to believe in the product.”

The dynamic campaign was planned and booked by Rapport and MediaCom, with creative supplied by Brothers & Sisters. The campaign is playing out across JCDecaux, Ocean, Primesight, Clear Channel, Signature and Exterion networks across the UK from February 29th.

The digital activation is part of a large multi-media launch campaign which started on February 12th. A wider OOH campaign is also currently running across the UK.

This winter Sky prove that there is no need to change a winning formula with their latest DOOH campaign. For the third year they have launched the successful “Sky Difference” campaign which encourages viewers to enjoy ‘epic nights in this winter’ with Sky.

As with previous years, the Sky Difference DOOH campaign integrates live Met Office data in real-time with location data to create hyper localised, contextual messages. The campaign, delivered via OpenLoop, is running throughout the UK this January, with the creative featuring popular Sky Atlantic shows including Game of Thrones, The Affair and Blue Blood.

Created by Inferno and produced by Grand Visual, the campaign creatively mimics the current weather conditions with gusts of wind or rain and entices customers to enjoy a night in with Sky.

The campaign was planned and booked by Rapport and plays on Rail, Mall and Gym D6’s nationwide from the 4th to 18th of January.

Rapport worked alongside Sky and Grand Visual to measure social activity on Twitter with up-to-the-minute information being displayed across national roadside digital 6 sheets, including mall and National Rail.

The Digital Out of Home special, went live on Wednesday 6th May, will demonstrate how Sky News will be at the heart of the inspiring election conversation. A system has been built that pulls in data from social media analytics company, Vigiglobe, a partner that Sky have collaborated with for the Sky News app, to measure the latest stats of the election build up.

OpenLoop will be used to manage live data reflecting the performance of the 5 main political parties on Twitter. On screen, the dynamic creative will adapt every hour according to social media sentiment to keep the public informed as the election progresses. Vigiglobe will analyse all relevant tweets based on which party has had the most positive tweets and which party has been tweeted about the most over the previous hour and feed that data via API into OpenLoop.

Alasdair Weddell, Media Planning Controller at Sky, commented:

“Sky News coverage of the General Election is about being up-to-the-minute, relevant and accessible across multiple platforms. This dynamic digital outdoor solution enables us to be first for breaking election updates even when our consumers are out and about.”

Craig Barber, Head of Innovation and Emerging Media at Rapport, said:

“It’s yet another exemplary campaign from Sky who are harnessing the power of Digital Out of Home. Sky News is able to visually represent the election conversations taking place across the UK, showcasing how Sky News is at the heart of election campaigning. Digital Out of Home is one of the few mediums that is able to support this up to the minute data on a national scale.”

Neil Morris, Managing Director at Grand Visual, explained:

“This campaign for Sky News demonstrates the power of Digital Out of Home for brands in a rich and relevant way through smart use of data. OpenLoop and enhanced Digital Out of Home communication really comes into its own at a time like this when the public have a real hunger for insight and a trusted source.”

Sky has launched a unique winter campaign featuring Broadwalk Empire’s protagonist Nucky Thompson to help promote its Sky+ app, Sky channels, plus their Catch Up TV and Series Link features. “The Sky Difference” integrates live Met-Office data in a real-time, location based campaign that encourages customers to have a cosy night in with Sky – whatever the weather.

Created by Inferno and produced by Grand Visual, the campaign creatively mimics the current weather conditions with gusts of wind or rain and entices customers to have a “cosy night in with brand new Broadwalk Empire”. The hyper-local weather messaging is delivered via OpenLoop and displays real-time temperature readings for each location, letting shoppers know that ‘whatever the weather brings’, ‘8°C (chilly)’, there’s a programme waiting for them on Sky Atlantic that evening.

The campaign was planned and booked by Rapport and plays on Clear Channel and JCDecaux Mall D6s and on Amscreen’s Tesco Petrol Station network from 8th January.