31/03/2017

Guinness 6 Nations Activation Includes Locally Targeted Dynamic Digital OOH Poster-To-Pub Campaign

In addition to its usual in-stadium logo, contests, giveaways and pouring rights work, one of the more innovative aspects of Guinness’ 2017 RBS 6 Nations activation was a locally targeted, dynamic Out-of-Home campaign across London to help fans find the right pubs to catch the matches and to celebrate its status as the tournament’s official beer.

 

The stout brand’s aim was to capture the attention of rugby and Guinness fans and direct to them to pubs nearby where they can watch their team take to the pitch whilst enjoying a pint of the much loved pub favourite.

 

The campaign, which was devised by Carat and Posterscope, with creative by AMV and deployed on JCDecaux’s LDN network, used an innovative, dynamic creative element that automatically served digital posters on match days as kick-off times drew near.

 

The executions serve as utilities as they provide kick off times and the directions and distance to nearby pubs screening the live match (run through Liveposter).

 

The campaign mechanic saw a network of sensors fitted in participating pubs which captures footfall data and, based on venue capacity levels, triggers live, pub-specific tailored creative executions to drive fans to the best venues (with available seats/room) to watch the matches.

 

‘Guinness is a Beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners,’ explains Guinness Europe marketing manager Elliot Duncan.

 

‘This campaign gives audiences upcoming match information and also let’s passers-by know where there’s an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.’

 

Alexandra Porritt, client manager at Posterscope adds:’This campaign uses location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.’

 

Interestingly, Guinness also says that its strategy of positioning itself as an ‘ageless’ brand and one more attractive to younger adults sees it prioritise digital targeting (whether in the real or the social spaces), alongside the creation of new sub-brands.

 

Indeed, the iconic Irish stout’s marketing aims to move away from its traditional position and specialist heritage in order to resonate with younger audiences.

 

This approach is also reflected in some of its digital and social media 6 Nations activation in both the UK

 

 

 

 

 

and Ireland where it ran a series of game-relevant social media 6 Nations posts.

 

Including this striking Irish tweet following the IRFU’s win over England in the final game of the championship,

 

 

part of its 6 Nations & IRFU campaign in Ireland developed with BBDO.

 

 

 

 

Activative Comment:

 

Our analysts as Activative have seen this kind of live and low-latency data-triggered content become increasingly central to digital, OOH and location relevant marketing campaigns: particularly sponsor activations relating to live events such as sport or entertainment.

 

We feel this is a smart example of a simple execution that acts as a utility: showing the sponsor as a provider of real-time fan relevance.

 

It fits with the brand’s term heritage and affinity amoung rugby fans: Guinness and rugby have solid synergies as far as spectators are concerned.

 

But Guinness is evolving and digital is part of its evolution.

 

Traditionally, Guinness’ key annual marketing slot is the January through March period: from the start of the 6 Nations, through to St Patricks Day

 

 

and The Cheltenham Festival (all three are properties it sponsors in one form or another).

 

 

The brand’s near-future plans include using these sponsorships to introduce new beverages created to attract younger demographics and more female drinkers.

 

‘We’ve been opening up the Dublin brewery to social media influencers to show we have a broader appeal. We’re also prioritising the creation of new lagers and ales there, whether that’s on a limited or permanent sales run,’ explains Diageo head of sponsorship (Western Europe) Rory Sheridan.

 

‘There’s no doubt a younger drinker can find Guinness a challenging drink in terms of an entry-level beer, so that needs to be addressed.’

 

This kind of fresh approach to digital – both across social media and via digital OOH – are part of this new approach.

 

Another rugby-related strand of Guinness’ marketing evolution has been through its ‘Made of More’ positioning: one based on openness, substance and integrity.

 

This saw the brand begin to shift away from its previous male-oriented status and become more genderless: this approach has revolved around emotional powerful and touching stories that everyone could relate to (as opposed to the artistic power of its previous award-winning work such as ‘Surfer’ and ‘Horses’.

 

Around the 2015 Rugby World Cup, for instance, it rolled out a set of emotionally powerful ‘Made Of More’ rugby short films (see case study) focusing on an individual player and their personal challenges and struggles against adversity of one form or another.

 

Working with agencies BBDO and Stink, these took a storytelling approach to social video and include 2015’s ‘Made of More – Gareth Thomas’ about the former Wales’ captains decision to come out to his team mates and to the rugby public.

 

This came in shorter TV

 

 

and longer digital/social versions.

 

 

Other films in the series including ‘Made Of More – Shane Williams Mind Over Matter’ 2015

 


 

and South African winger Ashwin Willemse.

 

 

Other recent rugby sponsorship works includes activating around its ‘Pro 12’ tournament rights.

 

 

Links:

 

Guinness

www.Guinness.com

https://www.youtube.com/user/GuinnessEurope

https://www.facebook.com/Guinness

https://twitter.com/guinnessgb

 

6 Nations Championship

http://www.rbs6nations.com

https://www.facebook.com/sixnationsrugby

https://twitter.com/SixNationsRugby

https://www.youtube.com/sixnations

https://www.instagram.com/sixnationsrugby/

https://itunes.apple.com/gb/app/official-rbs-6-nations-championship-app/id489164343?mt=8

https://play.google.com/store/apps/details?id=com.accenture.android.rbs6nations&hl=en_GB

 

 

 



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