The nationwide drive has been timed to launch now as the latest series of the reality show builds towards its finale and it is designed to draw attention to The Sun’s extensive coverage of the show.
Creative will be updated twice daily. It will update in the morning with the latest news and exclusive content from the jungle, and the following evening show.
Executions on 11 December will include details of the winner of the series, which will be aired on ITV the previous evening.
Kate Bird, chief marketing officer at The Sun, said: "The Sun remains the country's best brand for UK TV and showbiz and our I'm a Celebrity coverage is a major reason why.
"Digital out-of-home, with its scale and dynamic nature, is the perfect platform to amplify that coverage and broadcast to the nation that our readers are always first to know what's going on inside camp."
Out-of-home specialist agency Kinetic has co-ordinated the campaign in partnership with Pulse Media and DOOH.com on behalf of The Sun publisher News UK.
James Gardner, group account director at Kinetic, said: "Not only does it tap into content from one of the UK’s biggest news media brands but it is going to play a big part in building buzz and excitement around one of the biggest television events of the year.
The core campaign is running between today and 11 December across a range of digital formats, including 48s and 96s.
Activity will also run for two weeks from 4 December on DX3, the digital full-motion platform that runs across the London transport network.
DX3 was recently introduced by Hello London, the media partnership between Transport for London (TfL) and Exterion Media.
.jpg)
.jpeg)
