DIAGEO INNOVATE ON DIGITAL OOH

  • Ross Giles (Huskies), Samarah Coughlan (Huskies), Valerie Singleton (DAA), Leonard Miller (DAA), Alexander Glover (Carat), Allison Persiani (Diageo), Ronan Keller (Carat), Louise Enright (Source ooh) and Lauren O’Neill

In October, Diageo launched two innovative and impactful Digital OOH campaigns.

As Ireland neared its quarter final, Guinness tapped into the nation’s belief in the Irish team with a Dynamic Digital Out of Home campaign. Seamlessly fusing its Instagram and Outdoor campaigns, digital screens were populated with results from an online poll, facilitated by the brand’s Instagram account, that measured the public’s belief in Irish success.

The Instagram Stories campaign featured a Yes/No vote on whether people believed Ireland can go all the way. This polling data was then fed into our Liveposter platform to create and broadcast a ‘belief – o- meter’.

The polling results were also represented by a Guinness pint filled to the percentage level of those who voted yes, adding a visual representation to the creative. The Dynamic element of campaign displayed the day before and the day of the match, stoking anticipation and excitement prior to the Ireland games.

The use of Digipanels, the Digipole in Ballsbridge and Orbscreens created a presence in key environments and locations for the brand.

Classic formats supported the wider campaign and included 48 Sheets, 6 Sheets and a visibly dominating LUAS tram centre wrap. Optimised site selection was driven by Locomizer data which heat mapped the bespoke ‘Drinks Out’ affinity group using anonymised app data.

Scott Molloy, Account Manager in Source out of home commented; “We’re delighted to team up with Guinness, Carat and AMV BBDO to create this relevant and innovative display of Dynamic power. Combining its Social Media and DOOH allows Guinness to produce a more integrated multi-channel campaign and enhance the effectiveness and memorability of both. “

Elsewhere in the Digital OOH sphere, Dublin Airport continues its digital transformation with its digitally converted advertising billboard in T1 arrivals. The Guinness Storehouse, an exclusive advertiser on the site, was unveiled on the Samsung LED board that launched at the beginning of the month. The screen, situated between passport control and baggage claim, is a key strategic site for the tourist attraction as they target travellers visiting Irish shores.

In August, Dublin Airport recorded its busiest month ever with 3.4 million passengers passing through the transport hub.

Commenting on the new screen, Allison Persiani, Brand Manager at Guinness Storehouse said; “The Guinness Storehouse is delighted to continue our advertisement at Dublin Airport. We’re excited by the opportunities that the digitisation of the screen provides us to continuously innovate in the space. It enables us to really bring our attraction to life with our new animated creative in such an engaging format.”