Sure Men is using real-time data to inform digital out of home advertising buys and develop relevant creative around the fixtures of football partners Chelsea, Manchester City and Everton.
With Kinetic Worldwide and DOOH.com, Sure Men created a responsive DOOH campaign around key fixtures. Using DOOH.com’s RUSH platform, the creative campaign targeted football fans with bespoke creative assets informed by live club news, team updates and selections during 20 matches. These were delivered accordingly around stadiums and keen commute hotspots up to two days prior to matchday.
With the insight that a tough fixture can cause perspiration among fans, it also promoted the brand’s Sure Advanced Protection product.
Katie Dunn-Sims, assistant brand manager Sure Me, said: “The campaign aimed to bring the pre-match excitement of our partner clubs straight to fans, whilst showcasing our new Sure Advanced Protection product. The RUSH technology enabled us to react and help Sure Men remain a credible voice within football, utilising our club and player partnerships.”
Alfie Griffiths, producer at DOOH.com, said: “This is a great example of using dynamic technology to contextualise on-screen copy in real-time, driving deeper engagement with a highly targeted consumer-base in proximity to key stadiums and travel hubs.”
More than 700 individual panels ran the work ahead of Premier League, European Cup, Europa League, and FA Cup fixtures, part of Sure Men’s ongoing ‘Movement is Everything’ campaign.