O2 dynamic copy on Gatwick Airport digital advertising panels

The Objective

The aim was to target incoming passengers arriving from various European destinations, creating awareness of O2's International SIM card that offered the opportunity for passengers to call home at a low price. The campaign was aimed at targeting all European arrivals, but with a particular focus on flights arriving from Ireland, Poland, Romania, Hungary and Bulgaria. Hence why the airport was the perfect environment for O2's targeted messaging! The campaign showcased contextually relevant, real-time content displayed via the airport’s digital arrivals network.

The Strategy

The objective was to promote the O2 International SIM to arriving passengers in order to create awareness of the low costs O2 is able to provide, whilst encouraging airport consumers to purchase a SIM via their website or nearest retail store.

The Execution

Creating a media first, London Gatwick airport was chosen as the perfect Out of Home environment to target incoming travellers arriving in the UK. We used our digital arrival screens to ensure that O2 messaging was targeted and relevant by tapping into realtime flight arrival data. Throughout the duration of the campaign, consistently branded content ran across all screens that updated dependent on the location of the incoming flight. For example, a flight arriving from Poland displayed a welcome message and call to action in the native Polish language as passengers started their journey from plane to arrivals.

The Outcome

This campaign truly showcases the power of contextually, targeted, real-time adverting with the content specifically lending itself to the airport environment.

"At O2 we’re constantly looking at new ways of creating exciting and innovative, creative advertising opportunities. Primesight Airports allowed us, via their digital network, to be truly contextual and targeted to incoming passengers."

Jenni Gabbarelli, OOH Director, Havas Media


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