As Irish rugby fans eagerly await the arrival of wounded Wales to the Aviva next week, the Diageo-owned Guinness is counting down on digital screens across Ireland.
The countdown can be seen on screens around the country including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge as well as in-bar screens. Diageo is using PML Group’s Dynamic platform which enables digital campaigns to run seamlessly across multiple networks.
Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
Supplementing the dynamic digital is a heavyweight OOH campaign planned by Carat comprising 48 Sheets, Golden Squares, Metropoles and Commuter Squares and the Green Screen located at Stephens Green shopping centre.
According to Alexa Wolff, senior brand manager at Diageo: “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.”
“PML Group’s proprietary dynamic platform offers Guinness Rugby the opportunity to capitalize 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,” says Louise Enright, director of Source out of home, which is part of the PML Group.