Diageo kicks off digital out of home campaign for Guinness Six Nations 2020

The Drum 18 Feb 2020 10:59
Posterscope have launched the dynamic OOH campaign to capture the excitement around the Six Nations

As tensions rise and the competition heats up in this year’s Guinness Six Nations, the championship’s title partner has rolled out a nationwide digital dynamic out-of-home campaign, that is encouraging fans to settle into match venues, pubs, bars or at home and take in a game with a pint of the black stuff.

Devised by Carat and Posterscope, the campaign seeks to capture the attention of Guinness Six Nations fans and the championship directs them to pubs or stores where they can catch a live match or grab a pack of Guinness. Appearing across more than 1,600 digital sites across the country, the campaign features multiple different triggers and dynamic creative executions, based on location and the time of the week.

Screens near to pubs showing matches are automatically served ads featuring directional messaging to the nearest venue, as a match approaches. POS screens close to major off-trade retailers feature two different creative executions – a countdown to match kick off from the day before and a grab-a-pack message. Screens at rail stations and panels in the vicinity of key stadiums, Twickenham, BT Murrayfield and Principality, will show match information and a countdown to each stadium’s next game. Match fixtures and countdown creatives, with tailored local messaging, will also be served to digital and large format sites at five large third spaces including Flat Iron Square in London.

The dynamic campaign, which is part of a larger OOH campaign also featuring non-dynamic digital and traditional sites, runs throughout the championship until 16 March 2020. The creative was produced by AMV BBDO and Geometry.

Catherine O’Leary, planning and buying director at Posterscope, says: “We’ve used our location-marketing expertise to create a nationwide OOH campaign to reach supporters across the nation throughout the championship. Using dynamic content served from our in-house dynamic ad-serving application Liveposter, we are creating a real time conversation with championship fans and flirts before, during and after the matches, making sure Guinness is always relevant to the action and with the supporters every step of the way.”

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