Guinness OOH amplifies Six Nations victory
This past Saturday’s Six Nations game between Ireland and France was billed as ‘unmissable’. As the bout between the two highest-ranked teams in world rugby was set to take place in Dublin’s Aviva Stadium, lead sponsor Guinness were keen to light the capital up with the final score via the use of dynamic DOOH.
Planned by PHD and Source out of home, the campaign is the latest from Diageo to employ the use of live score data, and will run for the duration of the Six Nations tournament. Enabled by Liveposter with creative from PML CREATE, the creative triggered as Ireland celebrated their undisputed closing quarter at the final whistle displaying the closing 32-19 score across Digipanels, Adshel Live Roadside, and the Green Screen at Stephen’s Green Shopping Centre.
Sports events like the Six Nations continue to provide brands an opportunity to leverage the power of dynamic DOOH in a contextually relevant way. Our most recent OCS study noted 75% of rugby fans are interested in DOOH messaging that is relevant to live sporting events.
This is amplified by the Moments of Truth study which revealed showing relevant content at its most relevant moment on DOOH screens can lead to an average +32% improvement in brain response, recall and sales for campaigns. This is in addition to a +6% average increase in time spent viewing at either the most relevant moment or applying the most relevant dynamic content, a +17% average increase in spontaneous ad awareness for relevant ads, and a +6% average increase in creative rating across metrics relating to brand consideration, recommendation, trust, and preference.
For more information on how your brand can employ dynamic content to optimise messaging in real-time via dynamic DOOH, contact the PML Group team.