For this year’s RBS 6 Nations, Guinness has been running a locally targeted, dynamic Out-of-Home campaign that celebrates the brand’s status as the official beer of the tournament.

Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign has been seeking to capture the attention of Guinness fans and direct to them to pubs nearby where they can watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite. 

The campaign’s dynamic creative element is automatically ad-served as a match approaches to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captures footfall data and, based on capacity levels, triggers real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.

Elliot Duncan, Guinness Marketing Manager Europe, said: “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. 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 said: “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.”

The campaign runs throughout the RBS 6 Nations London until 18 March 2017 and creative is by AMV.