VHI looks to DOOH in run-up to mini marathon

It’s time to dust off the runners and round up all volunteers ahead of one of the biggest dates in Ireland’s summer calendar, the VHI Women’s Mini Marathon. As preparations continue, VHI has launched a Dynamic digital out of home (DOOH) campaign encouraging women in Ireland to sign up for the event now in its fifth year being backed by the health insurer.

Using Dynamic scheduling across Clear Channel’s digital portfolio of Adshel Live and Tesco Live, VHI has integrated a count-up trigger into the campaign with the screens showing a count-up of those signing up to the event. Data is ingested into the PML platform with the display counter updated every 15 minutes and a rolling figure of ‘Women Ready To Run’.

Focused on broadcasting nationally in the retail environment, Dynamic scheduling allows VHI to create anticipation and encourage women from across the country to take to Dublin streets for this year’s Women’s Mini Marathon. Media was handled by Spark Foundry and PML, with creative by Publicis and integration handled by PML Group’s Dynamic team.

This year’s VHI Women’s Mini Marathon is on Sunday, June 2.


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