With the Winter Olympic Games now underway, JCDecuax New Zealand has launched a live, supporter-led out-of-home campaign in partnership with the New Zealand Olympic Committee, bringing real-time fan engagement into public spaces across its national digital network.
As the official Out-of-Home partner of the New Zealand Team, JCDecaux has rolled out a dynamic activation that allows fans across the country to submit photos of support via a dedicated portal.
Approved images are then published live across New Zealand Team channels and selected JCDecaux digital sites, creating an evolving public display of national backing as the Games unfold.
The execution transforms traditional Olympic messaging into a living, audience-driven canvas – one that refreshes continuously throughout the competition period and reflects the pace, emotion and momentum of the Games in near real time.
Phil Eastwood, General Manager, JCDecaux New Zealand, said the campaign was designed to make Olympic support visible and participatory, rather than passive.
“The activation focuses on turning Olympic support into something people can see and share while the Games are happening.
“The Olympics are a live, emotional moment for the country. This campaign gives that support a public presence, updating as the Games unfold and allowing New Zealanders to be part of the story while our athletes are competing.”
Live creativity as proof point for digital OOH
From a trade perspective, the activation doubles as a live demonstration of what modern digital out-of-home can deliver when paired with advanced creative technology.
Supporter content is delivered via a collage-style format that refreshes automatically as new submissions are received, ensuring messaging remains current and tightly aligned with competition moments.
Rather than relying on pre-scheduled creative rotations, the campaign adapts in real time – a key differentiator as brands increasingly seek contextual relevance and immediacy from OOH.
At the technical core of the activation is Dynamic Creative Optimisation (DCO), implemented in collaboration with creative technology partner Latch.
The framework integrates live user-generated content feeds, automated creative switching and CMS-driven scheduling, allowing the campaign to update continuously without manual intervention.
The result is a scalable, always-on system that mirrors live sport conditions – pressure-tested in moments where timing, accuracy and brand safety are critical.
Strengthening the athlete-supporter connection
For the New Zealand Olympic Committee, the campaign extends the emotional bridge between athletes and audiences beyond broadcast and social channels, placing public support directly into shared physical spaces.
Jonny Errington, Chief Commercial and Marketing Officer of the New Zealand Olympic Committee, said the activation amplified the sense of collective backing during competition.
“Our athletes draw energy from knowing the country is behind them. Seeing that support appear live across the network reinforces the collective backing of New Zealanders at the moments that matter most during the Olympic Games.”
As advertisers continue to interrogate how digital out-of-home can deliver relevance, responsiveness and emotional impact at scale, the JCDecaux–NZOC activation positions live DCO-enabled OOH as a credible, high-impact channel for real-time storytelling – not just during major sporting events, but wherever audiences expect brands to show up in the moment.