Turning the Belfast Marathon into a Citywide Media Journey

Instead of treating the marathon as a single event, the campaign reimagined it as a full urban experience. Ardmore Group structured the media strategy across multiple touchpoints in Belfast, ensuring that both runners and spectators were engaged before, during, and after the race. This approach transformed traditional sponsorship into a continuous brand narrative across the city.

Real-Time Messaging That Moves With Runners

The campaign’s strength came from its ability to adapt messaging in real time. As runners progressed through the course, they encountered motivational messages aligned with their exact stage in the race. This created a highly personal and immersive experience, turning OOH into a medium that feels responsive, human, and emotionally connected rather than static.

Strategic Zones That Maximize Impact

The execution was divided into three key zones: arrival, race route, and post-race areas. Each played a distinct role in the communication strategy. Arrival zones built anticipation, route placements delivered motivation, and post-race locations reinforced celebration. This structured approach ensured consistent brand visibility while maintaining relevance at every moment.

The Power of a Synchronized City Moment

At a specific time, all screens across the city switched messaging simultaneously to congratulate participants. This synchronized transition created a shared emotional moment that extended beyond individuals, uniting runners and audiences in a collective sense of achievement. It demonstrated how timing can amplify the emotional power of DOOH.

Familiar Characters, Stronger Brand Recall

By reintroducing “Jim and Jane,” Phoenix Energy maintained continuity with previous campaigns. Their recognizable tone and personality added humor and relatability, making the messaging more memorable while reinforcing long-term brand identity.

Why Contextual OOH Drives Better Engagement

This campaign highlights the effectiveness of contextual advertising. By aligning message, location, and timing, the brand delivered content that felt relevant rather than intrusive. This level of precision increases engagement, improves recall, and strengthens the emotional connection between brand and audience.