Timing: November to December 2022

Formats: Digipanels, Digishelter, iVisions, Tenvito and Adshel Live Roadside

Client: Paddy Power

Media: Zenith

Specialist: Source out of home

This year the FIFA World Cup is, for the first time in the event’s history, being held during the northern hemisphere’s winter months to avoid the blistering heat of summer in the Middle East.

Paddy Power is utilising Dynamic DOOH via Liveposter to promote its offer of a completely free Bet Builder on all England games at the Qatar World Cup, which takes place from Sunday, November 20 to Sunday, December 18. Planned by Zenith and Source out of home, the screens dynamically display the team’s forthcoming match, and is running on Adshel Live Kiosks, Digipanels, Digishelters, iVisions and Tenvito In-Bar Screens. They follow a seasonal anticipation campaign screen domination in Dublin Airport full of humour and mischief.

Major sporting events provide a unique opportunity for brands to build awareness, maximise association, engage with consumers and drive both conversations and conversions from IRL to URL.

With matches being played across the day many fans will be out and about during gametime as they live, work and play. Our OCS study finds that 78% of people who are passionate about sport are interested in digital screen advertising relevant to a live sporting event, placing OOH centrally in terms of activations by sponsors and associated brands.

A recent wave of our iQ research programme, reports that 58% of adults intend to watch the World Cup. Breaking this out 79% of males and 38% of females intend to watch any of the football matches. There is consistency in intention across age groups and social classes underling the broad mass appeal of the tournament.

To demonstrate the effectiveness of dynamic copy in DOOH, Posterscope funded an independent piece of research, conducted by VirtuoCity, to test the impact against key KPIs. Against every measure, dynamic copy that was more relevant to the location, time or context delivered a stronger result versus linear content. There was an 18 percent increase in spontaneous recall, a 53% increase in message recall and 173 percent increase in relevance being cited as a reason for recall.