Diageo has launched two “innovative and impactful” campaigns on Out Of Home to promote its Guinness and Rockshore portfolios.
Both campaigns run across the Island of Ireland in the run-up to Christmas.
For its Out Of Home Christmas campaign, Guinness has created a multi-sensory experience by integrating audio capabilities into a selection of its billboards.
Featuring its festive footprints creative, the 48-Sheet sound specials play the iconic Guinness Christmas music, filling the air surrounding the billboards with festive cheer.
The sound plays for one minute on the hour every hour through speakers attached to the billboards, creating an immersive experience that adds extra impact and grabs the attention.
The carefully-selected sites target busy traffic routes with billboards located in areas of Dublin such as Ranelagh, Amiens Street and Great Victoria Street in Belfast.
“By adding the sound accompaniment to the very visual medium that is OOH, Guinness can create a truly impressive brand event and a deeper connection with consumers,” said Orlagh Keane, Senior Account Manager in Source OOH.
For Rockshore, a dynamic campaign has also been launched incorporating a live weather trigger into the ads to promote its cider variant. Using PML Group’s dynamic content management system, Liveposter, the copy shifts to display the tagline ‘Winter Sun Still Counts’ when it’s considered sunny. The campaign runs on various digital touchpoints in roadside and retail environments.
“Delivering targeted and contextual messaging for Rockshore, the dynamic campaign allows the brand to reach consumers with relevant content at the right time, making the campaign more memorable and leading to an increase in consideration,” said Orlagh Keane.