Premium digital out of home (DOOH) media owner Ocean Outdoor will carry highlights of the Tokyo 2020 Olympics across its UK portfolio as part of its official partnership with Team GB.
The centrepiece of the out of home campaign is an official Team GB fan zone, located in Westfield Square, part of the Westfield London retail and leisure destination and built by Ocean Labs.
The fan zone accommodates two Team GB worldwide and official partners and two global Olympics partners including Toyota, Bridgestone, Birds Eye and SEGA.
Covering 1,633 square metres, this is the biggest experiential build to date by Ocean Labs. It will be officially opened on July 23 by Fatima Whitbread MBE, followed by a screening of the Olympic Opening Ceremony at 12noon. Olympics coverage will be provided daily by the BBC.
Open daily for 17 days and free to enter, the fan zone offers visitors a combination of sports led activities, competitions, experiences, prize redemptions and appearances by medal winning athletes.
Toyota will host a 40 metre tall four-person climbing wall with a chance to win prizes for those who scale it the fastest. The activation will promote the Toyota Yaris Hybrid.
Brand ambassadors representing official sponsor Birds Eye will host a photo booth linked to the Ocean’s large format screen, as well as offering discount coupons on their Green Cuisine plant-based range. There will also be a draw to win a £500 Westfield shopping spree and signed Team GB merchandise for those who share their photos on their chosen social media channels using the #BirdsEyeWestfield.
SEGA will promote its Tokyo 2020: The Official Video Game, hosting a van where gamers can compete against each other as their games are played out on Ocean’s large format Westfield Square screen.
The game is a compilation of 18 Olympic sport mini-games include running, swimming, boxing, hurdling, relay racing, football, beach volleyball, tennis, table tennis, sport climbing, basketball, judo, BMX biking and long jump. Other activities provided by SEGA include table tennis and photo opportunities with Team GB athletes and Sonic the Hedgehog.
The zone will include a mini race-track for children, an installation by Wattbike for virtual cycle races with a competitive leader board, a bar and ice cream truck. Situated on the lower level will be an astro-turfed viewing area for fans to relax on Team GB branded deck chairs or in boats to watch the Games on a pop up screen.
The Team GB fan zone will be promoted inside Westfield London and across Ocean’s wider DOOH estate, supported by PR and social media activity. Across the rest of the UK, Ocean will air Olympics highlights in partnership with Eurosport. Sixty second and 20 second clips will feature daily from July 23 to August 9 in an Olympics loop.
Director of Ocean Labs Catherine Morgan said: “The Team GB official fan zone gives the British Olympic Association and their partners an opportunity to evoke the spirit and values of the Games and celebrate the defining moments together. This campaign, and our wider UK DOOH activity, is a chance to connect with and drive deeper engagement with fans at scale through the unifying joy of sport and play.”
Sarah Koppens, marketing director at Birds Eye, said: “We can’t wait to bring Green Cuisine’s official support of Team GB to life at Westfield and to help visitors celebrate the Olympic spirit through Ocean Outdoor’s fantastic experiential activity. It’s also a great opportunity for shoppers to have fun and learn more about our plant-based range and for us to reach new consumers through multiple touchpoints.”
Grace Charge, head of brand experience for UK and Europe at URW, said: “We are delighted to continue our longstanding partnership with Ocean Outdoor and extend our entertainment offering for sports fans during this year’s Olympic Games.
“This initiative taking place at Westfield Square is a great way for family and friends to come together and participate in a range of activities as well as having the opportunity meet some of the biggest Team GB legends. At Westfield, we always strive to bring new and innovative concepts to our community with experience being at the heart of everything we do.”