DOOH.com, working in collaboration with WPP Media and Wavemaker UK, brought Amazon’s Black Friday activity to life through a nationwide dynamic campaign designed to build momentum across one of the brand’s biggest retail moments of the year. Running on more than 6,000 screens in mid-November, the campaign opened with teaser creatives announcing, “Black Friday Week is coming…”, creating early anticipation across high streets, transport hubs and retail environments throughout the UK. 

As Black Friday arrived, the creative evolved into a real-time countdown, giving shoppers a clear, dynamic reminder of how long they had left to secure Amazon’s offers. This phased approach mirrored the natural rhythm of the shopping period, shifting from awareness to urgency as the campaign moved into its most competitive moments. 

The campaign culminated in London with a dramatic Cyber Monday takeover of the Outernet Now wraparound screens, the first time Dynamic content had ever run on this landmark site. The finale carried a bold, to-the-second countdown to midnight, delivering a memorable and high-impact close to the nationwide rollout. 

By combining scale, dynamic storytelling and a landmark large-format moment, the campaign demonstrated the power of responsive DOOH to support Amazon’s biggest seasonal push of the year. 

This was one of many countdowns DOOH.com built and deployed for Amazon throughout 2025.