Sky, the UK’s biggest OOH advertiser, has launched a nationwide dynamic DOOH 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 DOOH contextualises the creative according to the location, time of day and the route people are travelling, 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.