MAKING HEADLINES AT THE EUROS
Challenge
Own the Euros, Sun-style.
The Sun and football go way back. But the Euros was a busy pitch of sponsors, broadcasters and news brands all vying for attention.
The work had to cut through fast, giving hardcore fans and casual watchers a reason to choose The Sun before, during and after the whistle.
Solution
We went Tournamental.
To capture the mood of the nation throughout the tournament, The Sun focused on what it does best: fast, irreverent headlines to keep everyone updated on every media placement. Whether that was the highs, the lows and the expected items in the bagging area.
The biggest reactive OOH campaign ever
A custom CMS fed responsive creative to more than 700 digital outdoor screens across pubs, stations and roadsides.
Headlines could be written, artworked, approved and published within seconds.
The system also allowed different messages to run in different places, spaces and even nations at the same time – which was an absolute nightmare for us when England played Wales.
Results
They’d Neuer seen results like it
Over four weeks, the campaign produced more than 400 unique headlines, many live within 60 seconds of the moment they responded to.
Paper sales increased by 400,000 across the tournament, while The Sun’s Euros hub attracted 1.44 million unique users.
The campaign reached more than 2.5 million people, with almost 40% of the core audience recalling the advertising, which is twice the benchmark. It also delivered The Sun’s highest recorded scores for outdoor message relevance, brand appeal, distinctiveness and enjoyment. Score.
400k
Extra paper sales
1.44m
Website users
2.5m
Reach
Awards
Creative Circle
Silver – Digital: Best use of DOOH
Silver – Outdoor: Best Digital Poster (Campaign)
Bronze – Innovation: Best Innovation/Use of New Technology
Bronze – Outdoor: Innovative Use of OOH
The Drum Creative OOH Awards
Grand Prix
Gold: Traditional 48 / 96 Sheet Poster
Gold: Digital Advert
Gold: Innovation
Highly Commended: Digital Campaign
Highly Commended: Use of Live Updates
Highly Commended: Craft – Copywriting
Nomination: Use of Digital Technologies
Outdoor Media Awards
Nomination: The Data Award
Nomination: The Innovation Award
Credits
Agency
Pulse Creative
ECD
Robin Garton
Creatives
Andy Peel
Paul Alderman
Simon Davenport
Greg Milbourne
John Aitchison
Will Grave
Head of Design
Matt Hunt
© 2009–26 Andy Peel