The Sun would use digital OOH to write real-time headlines during the key moments of the tournament. Every moment of every big game would be turned into real-time, football mad headlines, published almost instantly.

We had the ability to tailor our message based on the location of each screen – England score a last minute winner against Wales? Jubilation on the screens in England and commiserations on the screens in Wales.

This would all be done on a scale of nearly 800 individual digital billboards across 5 different media owners, the largest dynamic campaign ever.

This would be facilitated by a state of the art content management system that plugs directly into each individual media owner and screen format allowing The Sun to publish directly to each screen.

To deliver these objectives we created a bespoke Sun Tournamental Digital OOH content management system. This CMS would enable live, useful, entertaining and reactive content to be published nationwide creating a constant engagement with fans both during and between games.

CMS functionality was bespoke to the campaign and the needs of the client, plugging into the back-end systems of multiple media owners to allow quick and efficient publishing at scale. Emphasis on simplicity and speed were key to ensure The Sun could react to the tournament action. Once created and typeset within the CMS they could then be published to a choice of National, Environmental or Screen level.

The CMS worked so efficiently that almost 800 screens could have reacted to a goal with a new headline before the game even kicked-off again.

Our results were as extraordinary as Iceland and Wales efforts put together!

Paper sales were up 400k across the tournament, whilst The Sun’s Euros site scored 1.44m unique users during the 4 weeks.

400 unique headlines were created with the CMS making a total of 5,001 updates in 4 weeks.

Our campaign tracker showed that we recorded the highest ever levels of OOH campaign message relevance, brand appeal, distinctiveness and campaign enjoyment.