Diageo Employs the Power of OOH for Leading Brand Campaigns

Drinks giant Diageo has launched two innovative and impactful campaigns on Out of Home to promote its Guinness and Rockshore portfolio.

For its OOH Christmas campaign, Guinness has created a multi-sensory experience by integrating audio capabilities into a selection of its billboards.

Featuring its festive footprints creative the 48 Sheet sound specials play the iconic Guinness Christmas music, filling the air surrounding the billboards with festive cheer.

The sound will play for 1 minute on the hour every hour through speakers that are attached to the billboards, creating an immersive experience that adds extra impact and grabs the attention of audiences in a unique and novel way.

The carefully selected sites target busy traffic routes with billboards located in Dublin areas such as Ranelagh and Amiens Street, and Great Victoria Street in Belfast. Complementing the specials is a campaign that is segmented across digital and classic OOH formats. Creative was produced by AMV BBDO with the OOH specials facilitated by Eclipse 3D.

For Rockshore, a dynamic campaign has also been launched that incorporates a live weather trigger into the ads to promote its cider variant.  Using PML Group’s dynamic content management system, Liveposter, the copy shifts to display the tagline ‘Winter Sun Still Counts’ when it is considered sunny. The campaign is running on various digital touchpoints in roadside and retail environments.  Creative for this campaign was designed by BBDO.

Both campaigns were planned by PHD and Source OOH and are running across the Island of Ireland in the run up to Christmas.

Orlagh Keane, Senior Account Manager in Source OOH said, “We are thrilled to collaborate with Diageo, PHD and partners to deliver these innovative and high impact campaigns. By adding the sound accompaniment to the very visual medium that is OOH, Guinness can create a truly impressive brand event and a deeper connection with consumers, delighting audiences as they pass by.

Delivering targeted and contextual messaging for Rockshore, the dynamic campaign allows the brand to reach consumers with relevant content at the right time, making the campaign more memorable and leading to an increase in consideration.”

Via: Adworld