Cadbury is sponsoring the Premier League in Ireland. In order to commemorate the same, the brand launched its first ever Dynamic OOH campaign. The campaign consisted of old and the new format of OOH with intent to create excitement and engagement for fans around the Premier League season.
It prompted onlookers and shoppers to enter Cadbury’s Match and Win competition. With multiple data and exciting scheduling, it created an appropriate creative to attract and engage the target audience. The PML Group’s Dynamic CMS platform was combined with different media owners’ digital screens to optimise the content which was served in busy retail environments.
The creative encouraged shoppers to enter the competition, a live countdown was started that ticks down to the Match and Win entry deadline, while match fixtures and live score updates appear on DOOH screens on match days. These live scores were provided by Opta and fed into the Dynamic platform.
By highlighting real-time scores & contextual information the famous brand made sure that the football fans did not miss any important Premier league moments when they were out of their homes.
By implementing the right OOH mix, the campaign offers both impact and engagement while further highlighting the support of Cadbury for the major sporting event.
Also, the ‘Match & Win’ on-pack promotion and in-store competitions throughout the season rendered the opportunity for customers to win money-can’t-buy Premier League prizes and experiences.