Rockshore Lights up Summer through Dynamic Scheduling

Diageo’s Rockshore brand has expanded further, with the introduction of Rockshore Light, joining the cider and lager product lines. At 73 calories per 330ml bottle, people can experience the light, crisp and refreshing taste of Rockshore but with less calories.

To deliver strong cut-through for the cider and light varieties of Rockshore, Dynamic Digital OOH is providing bespoke content based on weather triggers. Employing our Liveposter platform, the campaign offers the chance to promote the ranges in rotation and when most relevant. Rockshore Light will be on display throughout, however when temperatures reach 17⁰C and it’s dry, the cider creative will automatically activate. Over the weekends, both creatives will rotate.

Adshel Live, Pulse and Retail Digital networks across Northern Ireland are delivering the campaign to audiences in main towns and shopping locations including Belfast city centre. Across ROI, Orbscreens and Digipanels promote the message, as well as Tesco Live, which has the additional Dynamic element of a location call out.

A new research study ‘The Moments of Truth’ has found that Digital Out of Home campaigns that use contextually relevant messaging achieve an average increase in effectiveness of +17%.

Nicola McNaughton, Senior Account Manager, Source OOH Belfast said: “Innovation and delivering targeted messages is key for brands to stand out from their competition. Dynamic elements on OOH have been proven to increase brand engagements. By employing the Liveposter platform, Diageo increased the relevance of the campaign and is a good example of the layers of optimisation that Dynamic campaigns can deliver.”

Hannah Todd, Senior Brand Manager Rockshore comments: “What we know from research is that cider consumption increases when the sun shines. We were excited to use these insights to deliver an efficient digital Outdoor campaign. The dynamic capabilities allowed us to showcase Rockshore Cider when it was most relevant on street!”

Creative: BBDO

Media: PHD Media

OOH: Source out of home