The campaign invited football fans to watch some of the world’s biggest teams compete on television. This provided a platform for Heineken and the UEFA Champions League to build anticipation, leading up to the final in Kiev, Ukraine on Sunday, 26 May.
Outdoor Network tapped into digital OOH sites in locations across its national network, offering digital LED rotating billboard technology that provided real-time dynamic content change.
"Major international sporting events provide brands with an opportunity to not only extend their marketing reach but also push the limits when it comes to campaign creative and execution," says Howard Lonstein, marketing manager at Outdoor Network.
"Digital OOH offers a solution designed specifically for impactful creative, which assists in positively influencing and elevating brand image. Our national digital platform delivered on this, and on Heineken’s objective of heightening excitement about the upcoming games," adds Lonstein.
According to Heineken, the campaign invited consumers to ‘share the drama’, with additional anticipation being created by the insertion of a ‘live’ clock counting down to the kick-off time of the tournament matches.
Delivering real-time, updated brand and event messaging, the campaign reached over 995 000 consumers nationally, with over nine million impacts and an average frequency of nine.
Lonstein says, "This ability to update in real-time while rotating according to traffic flow allows Outdoor Network to offer brands a unique and compelling offering across its national digital network, ensuring extensive coverage."
"This was the very first of its kind in South Africa. We’re very excited that we were able to partner with Heineken and their agency Red Star on this campaign, which delivers great value," Lonstein adds.
The specific sites for the Heineken campaign were located on Umgeni Road and Sandile Thusi Road in Durban, along with key sites in Centurion and Menlyn (Tshwane), and Nelspruit (Mpumalanga).
For more information, visit www.outdoornetwork.co.za
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