Guinness is marking the Guinness Six Nations championship with a Dynamic DOOH campaign that celebrates the brand’s status as title partner and official beer of the tournament.
The Diageo stout brand’s campaign deploys dynamic content via PML Group’s Liveposter platform that counts down to the Ireland games and displays specific match fixture copy on the days of the matches.
Contextual messaging counts down with the tagline ‘Time to Settle This’ while match fixture copy features ‘Settle Old Scores’ with the two teams competing underneath. Digital screens in roadside, leisure and retail environments seamlessly alternate between the dynamic pieces of copy, capturing the attention of fans.
A combination of digital and classic formats provides both expansive reach and engagement for the campaign. Locomizer was used to analyse location hotspots for affinity group ‘Drinks Out’ for targeted planning across the country.
The campaign was planned by teams in Carat and Source out of home with creative produced by AMV BBDO and Geometry.
“Guinness is one of the world’s biggest rugby supporters,” said Anna Sablovscaia, Senior Brand Manager, Guinness. “We wanted a campaign that would celebrate our position as the title partner of the Guinness Six Nations 2020, but also help fans and flirts experience and enjoy the tournament wherever they are. 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.”
Scott Molloy, Account Manager in Source out of home commented; “Dynamic content and scheduling is a great method for brands to build sponsorship association. By developing engaging and in the moment Outdoor elements to provide more relevant content to fans Guinness can further align itself with the event.”