The Heineken-owned tequila-flavoured beer brand Desperados has kicked off a new year-long campaign by utilising one of the most sought-after outdoor sites in the country where it has installed a giant 3D turntable that in turn links to a specially created Desperado’s “pre-party playlist” on Spotify.
The 3D turntable, which is 5.5m in diameter, is located at the bottom of Dublin’s Wexford Street which is home a raft of music venues and trendy restaurants.
The new OOH installation is part of the brand’s “the normal+ absurd” campaign which includes various on-street formats including Adshel Bus Shelters, Adtalk Phone Kiosks as well as digital OOH formats in cinema (CineDs), train stations (Commuter dPods) and urban Orb screens. This burst is part of Desperados’ through the line strategy for the year which will be brought to life across OOH, digital, social, PR and experiential.
The campaign was created and planned by the OOH media agency Kinetic and Heineken’s media agency Starcom.
“This innovation is an integral part of our TTL campaign that is live this September. It shows off our boundary-pushing nature and how we’re bringing ‘The Way of The Desperados’ to life in every facet of our marketing strategy from OOH to social media, trade to experiential,” says Sharon Walsh, marketing director of Heineken Ireland.