Diageo launches dynamic OOH campaign for Guinness Six Nations

Josh Peachey's picture
by Josh Peachey

Diageo, title partner for this year's Six Nations, has rolled out its dynamic out-of-home campaign across the nation inviting rugby fans to enjoy a pint of the black stuff. 

Devised by Carat and Posterscope and appearing across more than 1,600 digital sites, the campaign features multiple different triggers and dynamic creative executions, based on location and the time of the week. 

The campaign, which is part of a larger OOH campaign also featuring non-dynamic digital and traditional sites, runs throughout the championship until 16 March 2020. Creative is by AMV BBDO & Geometry.

Anna Sablovscaia, Guinness Senior Brand Manager, said: “Guinness is one of the world’s biggest rugby supporters and we wanted a campaign that would celebrate our position as the title partner of the GUINNESS SIX NATIONS 2020, but also help fans and flirts experience and enjoy the tournament wherever they are in the UK. 

"With its ability to serve specific messaging to the right people, at the right time and in the right location, out of home had to be on the media plan.”

Screens near to pubs showing matches are automatically served ads featuring directional messaging to the nearest venue.

Screens at rail stations and panels in the vicinity of key stadiums, Twickenham, BT Murrayfield and Principality, will show match information and a countdown to each stadium’s next game.  

Match fixtures and countdown creatives, with tailored local messaging, will also be served to digital and large format sites at five large third spaces including Flat Iron Square in London.

David Eyre at Carat added: “This campaign is huge, not just in terms of its scale across the UK, but also in terms of its complexity, serving a multitude of tailored creative executions to multiple different locations at specific times.  

"Out of home is the only medium that combines high impact, brand-led messaging alongside localised, directional ads that drive footfall and sales to both on and off trade venues.”