To further promote their sponsorship of their one day international cricket sponsorship, Royal London took a dynamic approach to their outdoor advertising using a countdown pre-game, live scores during, and the eventual results & upcoming fixtures highlighted post game.

The concept involved three different poster templates which had set dynamic areas allowing for pre-set text, video and static assets to be shown on pre, during and post-game creatives due to set triggers. With the dynamic areas of each template remaining the same, multiple video assets were able to be displayed within the creative at any given time. Ultimately, a countdown was used to help raise awareness and increase anticipation pre-game, live-scores were shown during the game, and results and upcoming fixtures were shown post-game.