Awe can look back on the exciting role we played in this ‘Summer of Sport.’ While we weren’t competing on the field, we delivered engaging Dynamic campaigns that kept fans connected to some of the biggest sporting events of the year.

Paris 2024 Olympics and Paralympic Games

The Paris 2024 Olympics and Paralympics were a celebration of global athleticism, and we were proud to help fans stay close to the action through our dynamic OOH campaigns. Let’s take a closer look at three standout campaigns that captured the spirit of the Olympics and Paralympics this summer:

Tesco Mobile: Summer Roaming

For Tesco Mobile, we teamed up with GroupM and EssenceMediacom to use live flight data and create tailored messages for travellers at key airports like Stansted and Gatwick. Countdown screens reminded passengers flying to Paris for the Olympics and Paralympics that with Tesco Mobile’s free EU roaming, they could share every Olympic moment in real-time, keeping them connected no matter their destination.

Adidas: Paris Olympics 2024 Ambassadors Campaign

In another campaign, Adidas elevated its Paris 2024 Olympics and Paralympics messaging by featuring real-time images of its athlete ambassadors. Alongside GroupM Worldwide and EssenceMediacom, we used Rush Reactionary technology to update live shots, showcasing key moments from the athletes’ performances as they happened. These updates were shown on screens across the UK, ensuring fans could follow their favourite athletes in real-time.

Eurostar: Olympics Medal Reactive Campaign

Eurostar also joined the Olympic excitement, celebrating Team GB’s medal wins in real-time. Using a live results API, we instantly updated creatives after each medal win to highlight gold medals and multi-medal achievements. This innovative campaign was brought to life with the help of Wavemaker Global and GroupM Worldwide, bringing the celebrations straight to audiences.

UEFA Euros 2024

The UEFA Euros captivated football fans, and through our Dynamic campaigns, we ensured they stayed connected to the excitement, from the first match to the final whistle. Here’s a closer look at three key campaigns that brought the energy of the Euros to life.

William Hill: Euros Match Updates

For William Hill, we developed a campaign featuring live match data, including team line-ups, match dates, and kick-off times. Dynamic overlays promoted William Hill’s Bet Builder offers, giving fans exclusive deals. These real-time updates, booked programmatically through GroupM Worldwide Nexus, were displayed on D6 and D48 screens nationwide. Working with Wavemaker Global and GroupM Worldwide, we ensured that football fans had access to the latest updates throughout the tournament.

News UK The Sun

For The Sun’s Euros 2024 coverage, we kept fans informed throughout the day with dynamic content updates on over 1,000 screens. From 7 am to 10 pm, real-time match highlights, scores, gossip, and reviews were displayed in locations where avid fans would spot them – whether that was on the way to the pub to watch the game by rail or road. This campaign was made possible thanks to our partnerships with GroupM Worldwide, Pulse Creative, and T&P Group.

ITV: Euros Final Creative

As the Euros final approached, ITV created a campaign that captured the growing anticipation across the UK. With the help of our partners, GroupM Worldwide and EssenceMediacom, daily countdowns were shown on digital screens, building excitement leading up to the big match. This suspenseful campaign helped us draw fans even closer to the action.

Our Creative Business Director, Steven Dennison, said: “Dynamic Out-of-Home was crucial in engaging audiences across the country this summer, and we couldn’t have achieved this without the collaboration of our partners. Together, we pushed the boundaries of creativity, leveraging real-time data and innovative formats to deliver campaigns that truly resonated with people. We’re excited to keep building on this success as we move forward.”

We’re excited to continue creating even more innovative, real-time experiences that connect brands and audiences in powerful ways. A big thank you to our partners for helping us make this Summer of Sport truly unforgettable through impactful OOH campaigns!