As the culmination of the All Ireland GAA Championship drew near, Guinness’s summer Digital Out of Home campaign to support its long-standing sponsorship also reached its conclusion in the build up to the clash between Dublin and Tyrone.
The campaign, using PML Group’s Dynamic CMS platform, featured a fixture element that listed each weekend’s football and hurling matches. The Dynamic element displayed the counties, venues, days and times of the fixtures on Digital Screens across Ireland.
The campaign incorporated a phased roll out across commuter, roadside and bar environments.
The platform works across multiple networks and in the case of Guinness, the media owners involved were Orbscreen, Wide Eye Outdoor (Social D’s), Exterion Media (Commuter dPods) and JCDecaux (Digipole) – all of which display the Dynamic content. The campaign was planned and delivered by the teams in Carat and Source out of home, with creative by BBDO.
Orlagh Keane, Senior Account Manager at Source out of home added: As an early adopter of the technology, we are thrilled to see Guinness engage the platform and apply the exceptional creative power of Dynamic Out of Home once again. The technology is the perfect tool to deliver on brief for Guinness by serving contextual copy relevant to the days and matches at the right time and in the right place, building excitement prior to throw in.
Media: Carat – Creative: BBDO Dublin – OOH Agency: Source out of home