Continental Tyres Digital OOH Campaign

UEFA Euro 2016’s™ official tyre sponsor, Continental Tyres, is launching a DOOH campaign with Initiative UK, where fans can win VIP tickets to England v Wales in St Étienne and the Final at the Stade de France in Paris.

Continuing from the brand’s 2014 campaign for the FIFA World Cup™, Continental will launch a new and improved Euro 2016™ version. With the help of Initiative’s sister agency, Rapport, each challenge will be amplified on over 2000 DOOH sites, including the Waterloo Motion and Socialite Screens in sports bars across the country.

Initiative will once again be working with Squawka, one of the largest football media companies in the UK, who have collaborated with a number of leading brands including Virgin Media, Nike, Barclays and Sky Sports. Fans will be invited through social media to predict the results to tweeted football questions and predictions will be judged against Squawka’s real-time match scores and statistics.

Grand Visual, a key partner to the project, will work with Squawka to produce dynamic visualisations of match stats using their unique OpenLoop technology. Content will be tailored to four different DOOH environments, including rail, roadside, and sports bar screens, which also feature a pre-match countdown and post-match facts.

The creatives will be displayed on billboards featuring Squawka’s data feed and the #ContiPredicts live twitter stream with fan’s predictions and messages.

To engage fans further in the lead up to the tournament, the campaign kicks off during the Champions League Final, the last major European competition in the football calendar before Euro 2016™. The social media competition will continue with the Euro 2016™ opener on 10th June with France hosting Romania plus all England group stage matches of the tournament.

Alex Moore, digital activation manager, Initiative UK, said:

“After the success of the #ContiPredicts campaign in 2014, we wanted to extend the campaign beyond social media for Euro 2016™. The digital out of home placements we’ve chosen will not only be hugely impactful, but we will also be syncing real-time match stats, graphics and fan tweets too. Second-screening is prevalent in every area of our lives and we want Continental Tyres to be front of mind as fans travel and engage with Euro 2016™.”

Peter Robb, marketing communications manager, Continental Tyres, added:

“We are really excited to build on the momentum set by our #ContiPredicts campaign from 2014, using digital out of home billboards for maximum impact that will keep Continental Tyres in the minds of fans during Euro 2016™, and making our brand a central part of the exciting tournament.”


The SSE Commonwealth Games campaign on a screen in Liverpool

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”.

Moët & Chandon dynamic execution

This Summer the first dynamic digital OOH campaign by Moët & Chandon featured live tennis scores displayed in central London locations keeping tennis (and champagne) lovers up to date on the latest from Queen’s (Aegon Championship) and Wimbledon.  

The campaign captured the excitement of real-time game play, enabling Moët & Chandon to creatively engage with tennis fans across the capital.  The scores-based campaign featured on large-format digital sites across central London, including the Cromwell Road, Vauxhall Cross Island, City of London Gateway, Canary Wharf and Westfield Eat Street.

The activity was planned and bought by KR MediaCom. Grand Visual produced the creative assets, and the live feeds across multiple media owners were managed by OpenLoop, the digital out of home campaign management dashboard enabling brands to provide a relevant and timely brand experience for the target audience. 

The Le Grand Kick screen at the top of the Grand Hotel during the Cannes Lions Festival of Creativity

Forget winning Lions the real challenge this year at Cannes was to score a “pen” on Le Grand Kick. Tapping into “World Cup” fever, Grand Visual and Clear Channel collaborated to test the “tekkers” of the world’s advertising community on the Croisette at Cannes Lions Festival in June.

Using our Agent methodology for pioneering mobile interactive DOOH technology, we designed and built Le Grand Kick to allow “players” to use their smartphones to take part in the virtual “penalty kicks” contest.

The user had to supply name, agency and World Cup team preference before stepping up. A simple swipe action on the phone controlled the ball on the screen in real-time. The keeper, of course, had a mind of his own. Scorers (and failures) featured on a dynamically updated scoreboard on digital sites inside the Palais and on outdoor sites around the Cannes festival.

The huge screen was 16.8 meters wide by 4.8 meters high (the equivalent of two double decker buses) and it’s positioning 12 storeys up on the top of the Grand Hotel meant it was visible around the bay through the day and particularly at night.