Diageo stout brand, Guinness’ had initiated a nationwide digital, dynamic out-of-home campaign that was aimed at encouraging fans to settle in to match venues, pubs, bars or at home and take in a game with a pint of the black stuff. According to a report published on MobileMarketing website, it was all planned before the outbreak of Covid 19.
Devised by renowned Carat and Posterscope, the campaign seeks the attention of Guinness 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 if the matches could happen as per the schedule. The campaign that appeared across more than 1,600 digital sites around the country featured multiple different triggers and dynamic creative executions, based on location and the time of the week.
For instance, screens installed near pubs showing matches were automatically served ads featuring directional messaging to the nearest venue, as a match approaches. Similarly, POS screens close to major off-trade retailers to feature two different creative executions – a countdown to match kick off from the day before and a grab a pack message.
Going forward, screens at rail stations and panels in the vicinity of key stadiums, Twickenham, BT Murrayfield and Principality, were devised to show match information and a countdown to each stadium’s next game. Match fixtures and their countdown creatives with tailored local messaging, as part of the campaign package were to be served to digital and large format sites at five large third spaces, including Flat Iron Square in London.
The dynamic campaign, which was part of a larger OOH campaign also featuring non-dynamic digital and traditional sites, was to run throughout the championship until 16 March 2020. Creative was prepared by AMV BBDO & Geometry.
Anna Sablovscaia, Guinness senior brand manager, noted that Guinness is one of the world’s biggest rugby supporters. “We wanted a campaign that would not only help us to celebrate our position as the title partner of the Guinness Six Nations 2020, but also encourage fans and flirts experience and enjoy the tournament wherever they are in the UK.” According to him, 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.
