In a bid to become more aligned with high-end sporting events, Ralph Lauren used the latest in Digital Out of Home technology to promote its latest fragrance for men; Polo Red.
The luxury fashion brand used Ocean’s Score:Board technology to serve live score updates as the drama unfolded during Wimbledon. The campaign included order of play, live game by game scoring and final match results with a 10 second version of their TV ad running before and after matches.
Targeting ABC1 males aged 25-44 the campaign ran on Ocean’s high-profile screens Eat Street @ Westfield, London and The Screen @ Canary Wharf. Ralph Lauren expanded the campaign to use the experiential area at Westfield London to distribute samples of the fragrance to passers by. The popularity of the Polo Red fragrance was demonstrated when Westfield London department stores had to restock the fragrance during the campaign.
Utilising the flexibility and impact of these digital out of home screens Ralph Lauren were able to promote and create awareness around the classiest sporting event of the summer. It allowed the brand to be a broadcaster in their own right and fulfil their objective to become more aligned with high-end sporting events.