20,000 people took to the streets of Dublin for the 2017 SSE Airtricity Dublin Marathon on Sunday 29th October, the 5th largest marathon in Europe.
Using the real-time flexibility of digital out of home, a motivational message was displayed for the duration of the race on JCDecaux’s Digipole – the only large format roadside digital screen in the Republic of Ireland - telling participants that “Pain is temporary, pride is forever. You are amazing”.
The Digipole was perfectly positioned to capture the attention of runners (and supporters) as they raced through Ballsbridge towards the finish line at Merrion Square. The flexible and dynamic nature of digital out of home amplified engagement with the desired target audience at this crucial point in the race.
(Photo credit: Shane Fortune, JCDecaux Ireland team member and 2017 SSE Airtricity Dublin Marathon runner!)