Diageo has this month launched one of the most sophisticated digital out-of-home (OOH) portfolio campaign that the medium has ever seen.
Devised by out-of-home and location marketing specialist Posterscope and Carat, in partnership with Liveposter, the portfolio campaign uses the JCDecaux LDN network and will see advertising campaigns for five of Diageo’s spirit brands – Gordon’s, Tanqueray, Captain Morgan, Smirnoff and Smirnoff Cider – share digital airtime across the network, with each brand’s activity triggered by several unique datasets and criteria.
Each brand campaign has its own location criteria plus additional triggers such as weather and time of day also being applied. These triggers will not only determine which brand becomes active and when but also which creative message will be used.
Other datasets that will influence the dynamic campaign delivery will include individual brand sales considerations such as purchase points and key drivers. For example, Smirnoff Cider activity will be in proximity to parks and off-trade, with bespoke creative executions served when the weather reaches a certain temperature.
Screen locations are in close proximity to on and off-trade stockists, railway stations, parks and open spaces, and campaigns will be optimised hourly by location to the audience in the area, to stimulate consideration and purchase.
The activity runs from Thursday to Saturday each week from July through to December and is supplementary to each brands’ existing OOH activity.
Anita Robinson, European Category Director at Diageo, said: “Out-of-home always features heavily on our media plans because we value its brand building qualities and the rich creative canvas it provides, but the innovation we are seeing in the medium now means it can now offer so much more. Digital technology and dynamic scheduling allow us to be more agile and responsive than ever in terms of when and where we activate campaigns for our portfolio of brands while also providing significant business benefits from booking OOH at scale.”
Alexandra Porritt, Client Strategy Director at Posterscope, said: “This campaign marks the most sophisticated and complex portfolio campaign we’ve ever planned, and fully maximises the multiple benefits of digital out of home available to us today. This flexible, portfolio management approach gives Diageo’s spirit brands a guaranteed OOH presence throughout the rest of the year, but with the added ability to react to key moments that matter to each individual product.”
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