Essence devises outdoor campaign for Betfair
An
Essence product story
Edited by the Marketingweek Marketplace editorial team
Nov 19, 2009
Essence has launched an outdoor campaign for Betfair to deliver near-real-time football scores at sites throughout London.
Devised and planned by Essence, the campaign will involve the use of outdoor digital screens across JC Decaux's Primetime network, which features 20 18m2 high-quality screens from Waterloo Bridge to Hangar Lane.
The panels will deliver near-real-time scores from all key fixtures in the Premier League and Champions League and are said to have the potential to reach 4.8 million people.
The activity also includes a SMS response mechanism to leverage fan enthusiasm and response around each match.
The three-week campaign is targeted at male football fans over the age of 18.
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