Guinness Taps into the Dynamic Irish Summertime

Guinness has launched its summer OOH campaign ‘Guinness Time’ and it includes Dynamic scheduling to leverage the ever-changing Irish summer weather. The message, served by PML Group’s Dynamic platform, is based on weather conditions with ‘It’s Hot. We’re Cold. Guinness Time.’ displaying when the temperature reaches or surpasses 18 degrees.

Should it rain, the creative switches to ‘It’s Raining, We’re Pouring. Guinness Time’. In addition to the pre-defined Dynamic triggers, the flexibility of the DOOH portfolio allows Guinness to run at key intervals for the brand with activity from Wednesday to Friday between 3-7pm, targeting after-work socialisers by stimulating consideration and purchase.

The campaign was devised by OOH agency Source out of home and Carat. Creative was produced by AMV BBDO. Location targeting was made possible by PML Group’s Locomizer data with audience affinity for ‘Drinks Out’ analysed for the planning and placement of the campaign. The targeted OOH environments include in-bar, commuter and roadside digital screens as well as on a host of classic formats in main cities across Ireland.

The campaign was awarded JCDecaux’s campaign of the month for June.