Reactive advertising in Digital OOH
The FIFA 2014 World Cup gave brands the opportunity to be reactive with their advertising. Specsavers released a clever campaign on JCDecaux’s Transvision screens showing the difference between cannelloni and Chiellini alongside their slogan, “should have gone to Specsavers”. This ad came after footballer Luis Suárez appeared to have bitten Italian footballer Giorgio Chiellini in the group stages of the World Cup. . . Bravo!
We really like this reactive ad. However it would have been better in real-time, reacting to the event as it happened rather than the day after… that’s where we would step in.
More reactive advertising at the World Cup
Richard Simkins, the innovations director at Talon Outdoor, explains how digital OOH has ‘put air in the tyres’ in the world of tactical executions.