Ocean has launched its Rio 2016 sports coverage across its full motion city and roadside out of home screens with highlights of inspirational performances featuring Team GB competitors. In partnership with Team GB, Ocean Outdoor has scheduled the play out of full motion broadcast coverage in exclusive six minute slots 11 hours every day as the Games play out. The short films are supported by content from Team GB’s Instagram feed.
Sixteen days of coverage will feature across 98 screens in seven UK cities including The Loop, Signature Outdoor’s city centre network and key full motion retail locations such as Eat Street and Canary Wharf in London. The film vignettes are supported by content from Olympics sponsors including Omega, DFS and Strongbow. Ocean CEO Tim Bleakley said: “Working with Team GB and being recognised as a live streaming platform is a milestone moment for Ocean and digital out of home. Exclusive content from the Olympics in such high impact environments with full broadcast capabilities transforms the way brands are using our medium to reach wider audiences.”
Team GB is hoping for another strong performance from its squad at Rio 2016. Every medal win, starting with the record beating first Gold Medal for 21-year-old swimmer Adam Peaty, is relayed as it happens across the Ocean portfolio. Peatty won Team GB’s first medal by winning Gold for the 100m Breaststroke, smashing his own world record and ending GB’s 28-year wait for a men’s Olympic swimming title. Ocean’s large format screens are turning either bronze, silver or gold as the medal tally rises. Accompanying exclusive media content is supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment.”
In related news, throughout the Rio Olympics, DFS are also promoting their official Team GB partnership and celebrating the hard work that goes into getting to the top of your game. The campaign heroes their three Team GB ambassadors, one of whom is Peaty. Krow Communications the agency behind the DFS “Great Brits” campaign, ran a series of tactical digital OOH ads around Adam’s final over the weekend, as he is the first of DFS Team GB Ambassadors to compete (the others are cyclist, Laura Trott and gymnast, Max Whitlock). Good luck messages also ran on digital OOH on Sunday afternoon (August 7) and evening ahead of Monday morning's 3am final. “Well done” digital OOH posters ran throughout Monday to celebrate the victory.
