Pulse Creative launches first major campaign for The Sun around Euro 2016

The Sun will generate real-time commentary for ads across digital screens during the Euro 2016 football tournament in the first campaign from Pulse Creative, its new in-house agency.

Euro 2016: The Sun and Pulse Creative roll out DOOH campaign
Euro 2016: The Sun and Pulse Creative roll out DOOH campaign

The Sun’s journalists will provide "entertaining headlines" and live updates about the matches for fans in the UK and Ireland.

The "Tournamental" campaign will target football fans across 700 DOOH screens in locations including pubs.

Pulse Creative was created by WPP and The & Partnership last month to handle News UK’s advertising under a single P&L.

Social media activity for the campaign will include an "excuse-generator" on Twitter, which fans can use to get out of commitments so that they can watch the football.

Danny Josephs, managing director at Pulse Creative, said: "This campaign is a great example of how our new Pulse model works best – media and creative sitting in the same place working hand in hand on the same brief to give our client a totally joined-up solution.

"Tonally, it is The Sun at its best, fuelling the fever of the Euros with the style of headlines it is famous for in a way that is big, bold, and up to the minute as the action unfolds. It’s a brilliant media idea and a copywriter’s dream."

The campaign launch will coincide with the start of the tournament on Friday.

News UK chief customer officer Chris Duncan, said: "The Sun loves to get behind the home nations in big tournaments like the Euros, and talk about the game as fans do.

"In this campaign we'll help transport audiences to the heart of the footballing action with entertaining content and expert analysis for everyone who loves a big game – from the hard core fan to the occasion-loving gran."