It was all go in Belfast this month as local interim WBO featherweight champion, Carl Frampton fought Luke Jackson at Windsor Park on the 18th of August. Harp used a multi-format OOH approach to highlight awareness and show support to Frampton in the run up to the fight. Roadside, retail and transit formats delivered huge coverage in various locations across Belfast city centre.
The campaign featured a variety of creatives with targeted straplines such as ‘Carl We’re In Your Corner’ and ‘Welcome to Carl’s City’ accompanied by a #PUREHERO hashtag.
Speaking about the campaign, Lauren McKay, Brand Manager at Harp said;
“On August 18th, Carl Frampton won his dream fight in a Windsor Park home coming match. Having worked with Carl on campaigns in the past, Harp knew that this fight at Windsor was a dream come true for him and wanted to show that the whole of Northern Ireland was behind our #purehero. Harp launched a new cross-channel campaign to show Carl how much he means to Harp and all his fans by putting messages of encouragement all around Belfast.
“Planned by Carat and Source ooh, with creative by Smarts Communicate, Harp’s OOH campaign ran on traditional and digital formats – 96 sheet, 48 Sheet, 6 sheet, Glowbox and Adshel Live. To ensure Harp caught Carl’s eye, formats where placed to line the route from Frampton’s pre-fight accommodation on Great Victoria Street, Belfast to the National Football Stadium.
To help make an even bigger impression and welcome travelling fans to Belfast, Digital Screens and a backlit portrait display were executed at George Best Belfast City Airport.”
Media: Carat/Smarts Communicate – Creative: Smarts Communicate – Specialist: Source ooh