PML Group delivers dynamic campaign for Cadbury Premier League Sponsorship
To celebrate its Premier League sponsorship, Cadbury kicked off a Dynamic DOOH campaign to highlight its position as official snack partner of the League.
Cadbury broadcasted a variety of football related ads on Digital screens in key locations across retail and commuter environments. A multi-layered approach was taken with several Dynamic elements bringing the footie focused campaign to life. Using our Liveposter platform, the initial element of the campaign saw the Digital displays countdown towards Cadbury’s Match and Win entries deadline.
The ‘Match & Win’ on-pack promotion and in-store competitions provided fans the opportunity to win money-can’t-buy Premier League prizes and experiences. The countdown urged onlookers and shoppers to enter the competition with their match predictions. Fixture facts, provided by sports analytics company Opta, were also ingested into the platform to disseminate interesting facts about each Premier League game. This resulted in 20 facts running from Thursday morning until the games went live each week.
Once the games got underway, live scores were recorded in the Dynamic platform to display the games score alongside the goal scorers to lend a real time aspect to the campaign. Audience affinity for Sport, through Locomizer mobile data was analysed in planning the campaign. Supporting the Dynamic campaign, classic retail and roadside formats delivered reach and visibility in key POS locations.
According to Keith Brennan, Account Manager at PML: “We were delighted to launch this exciting OOH campaign for Cadbury and create immersive moments for fans. Using the right OOH mix, the campaign delivered both impact and engagement while further aligning Cadbury with Premier League football. By broadcasting real time scores and contextual information, Cadbury made sure the football fans among us didn’t miss any important Premier League moments when out of home.”