The team identified digital OOH and online as the most effective channels to deliver the messaging dynamically, feeding that day’s front page headlines to the public during peak morning commute hours and enticing readers to buy the paper for that morning’s exclusive story.

Using ‘OpenLoop’ technology, an artwork template was created which could be quickly adapted in-house depending on the headline, imagery and call to action.

Digital outdoor and online ran in tandem. Digital outdoor, with its creative flexibility, high frequency, short turnaround times, as well as its ability to target by day-part and change messaging in real time, pushed the main headline from 7-10am. Search and display ran from 4am to 2pm, promoting editorial messages, with display adverts running from 7pm to 4am to further push sales.

Digital outdoor activity reached 3.2mil adults daily. With a Sun ‘breaking news’ story, more screens were activated, increasing reach to 5.5mil adults.

This innovative use of DOOH, proved how successful tactically targeting people can be, even for a brand in the challenging print media environment. This achieved the first objective of pushing content from deeper in the paper to people.

See confidential increased sales figures in Confidential Information Section.

Social media added another level of impact to the campaign and extended the message reach. In December, celebrity model Katie Price tweeted a picture of her Code Magenta headline at Kings Cross to her 1.7m followers, which led to 44 re-tweets and was opted as a favourite by 83 people.