OSB x Celsius

Best practices

JCDecaux

Brand Positioning: Establishing Celsius as the natural and essential energy ally for both participants and supporters during a major sporting event (the 20K).
Awareness & Relevance: Maximizing top-of-mind awareness through a dual-phased strategy (“Pre-Race” and “Race Day”) to engage the target audience exactly where they are, at the most opportune moment.

Contextual & Geographical Targeting (Street & Metro):
Pre-Race (D-3): Activation of 70+ selected screens near major traffic routes, running parks, and key transit hubs.
Race Day: Surgical deployment along the official course, utilizing 50+ Street screens and high-traffic metro entrances.
Time Targeting & Dynamic Temporality:
Pre-Race: Tailored hourly scheduling aligned with commuting peaks and runners’ training times.
Race Day: Full-day continuous broadcasting to cover the entire event, from start to finish.

This campaign perfectly embodies DOOH excellence by seamlessly combining temporal flexibility, hyper-localization, and creative relevance:
DOOH Agility: The campaign successfully segmented its messaging and delivery into two distinct phases (mental preparation vs. live effort)—a feat impossible with traditional paper billboards.
Maximum Creative Contextualization: The Celsius creative teams developed highly contextualized dynamic assets. The visuals adapted to key moments and the runners’ mindset (mid-effort on the street or in transit within the metro), amplifying both emotional impact and brand recall.