The Times has launched an Olympics-focused digital out-of-home campaign which allows London commuters to see the headlines of the following day's front page.

After the newspaper has been laid out, the content is fed into Grand Visual's OpenLoop platform and displayed on JCDecaux's Transvision screens and D6s, and CBS Outdoor XTP screens on London Underground platforms, at 11pm each evening.

"Our brief was to showcase the paper in a clear and simple fashion that engaged the travelling audience but allowed the brand to speak for itself," says Tim Last, digital producer, Grand Visual. "This execution maximises digital outdoor's key attributes – its ability to react in real-time with relevant copy to a broadcast audience."

Commenting on the campaign, which focuses on the message ''The Times, The Paper of Records', Suzi Watford, marketing director at The Times and The Sunday Times, says: "This campaign is an exciting and innovative way to showcase our front pages, encouraging people to buy the next day's newspaper."