Guinness is exploiting its sponsorship of the Six Nations by encouraging rugby fans to neck more pints of the black stuff – as if they needed any encouragement – through a digital outdoor ad campaign featuring multiple triggers and dynamic creative executions, based on location and the time of the week.
Devised by Carat and Posterscope, with creative by AMV BBDO and Geometry, the campaign seeks to capture the attention of Six Nations fans and championship “flirts” and direct 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, 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 Cardiff’s 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 campaign, which is part of a larger outdoor initiative also featuring non-dynamic digital and traditional sites, runs throughout the championship until March 16.
Guinness senior brand manager Anna Sablovscaia said: “Guinness is one of the world’s biggest rugby supporters and we wanted a campaign that would celebrate our position as the title partner of the Guinness Six Nations 2020, but also help fans and flirts experience and enjoy the tournament wherever they are in the UK. With its ability to serve specific messaging to the right people, at the right time and in the right location, out of home had to be on the media plan.”
Posterscope planning and buying director Catherine O’Leary added: “We’ve used our location-marketing expertise to create a nationwide outdoor campaign to reach supporters across the nation throughout the championship. Using dynamic content served from our in-house 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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