Sure Men adapts DOOH ads for upcoming football fixtures

Charlie Spargo's picture
Sure Men advertising to Chelsea fans using DOOH

Drawing on real-time data and using reactive equipment, Sure Men created an out-of-home campaign that displays content about its partners Chelsea, Manchester City, and Everton when fixtures are approaching.

Collaborating with DOOH.com and Kinetic Worldwide, Sure Men's campaign took key fixtures and created bespoke creative assets based on live club news, team updates and selections during 20 matches, displayed near stadiums and commuting waypoints up to two days before each match. DOOH.com's RUSH platform provided the capacity for reactivity so the campaign could be delivered effectively.

Wording included messages including "Backing the Blues - can Chelsea make it 3 wins in a week?" and "Come on City - the Blues have won 11 of their last 15 against Spurs".

Sure Men's intention was to boost credibility and relevance around the sport. And since upcoming fixtures sometimes makes fans sweat, they used the opportunity to influence viewers to buy its Sure Advanced Protection antiperspirants.

Katie Dunn-Sims, Sure Men's Assistant Brand Manager, 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.”

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