As Irish Rugby fans eagerly awaited Ireland’s Grand Slam clash with England, Guinness counted down on digital screens across Ireland. Our propriety Dynamic platform enables digital campaigns to run seamlessly across multiple networks. The countdown could be seen on screens including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge and Orbscreens and Social Ds in-bar. Research has shown that OOH using Dynamic digital content boosts overall effectiveness by on average 19%.
Commenting on the campaign, Senior Brand Manager at Diageo Alexa Wolff said:
“After an excellent start to the six nations season, anticipation and excitement is growing among the Irish fans. This Dynamic application to our Digital Out of Home campaign is the perfect way to engage with this audience and build excitement even further towards the season finale. The contextualised copy changes add further relevance to our wider OOH campaign around this year’s tournament and we are delighted to take advantage of PML Group’s Dynamic platform to bring an added dimension to our campaign.”
Also speaking on the campaign, Source out of home Director Louise Enright said:
“PML Group’s proprietary Dynamic platform offers Guinness Rugby the opportunity to capitalise on anticipation for Six Nations Rugby matches across multiple digital networks in a variety of environments. The technology allows us to serve contextual copy relevant to the day and the match, building excitement in the 24 hours prior to kick off. The Dynamic platform ensures that the right message displays at the right time in the right environment, all controlled from one central source. The use of Dynamic Digital Out of Home amplifies activity running across Classic Out of Home formats, as well as across Digital Media, ensuring that the audience experiences game-day anticipation across multiple touchpoints”.
Media: Carat // Creative: AMV BBDO // OOH Specialist: Source out of home