Each brand campaign has its own location criteria plus additional triggers such as weather and time of day also being applied.
Screen locations are in close proximity to on and off-trade stockists, railway stations, parks and open spaces, and campaigns will be optimised hourly by location to the audience in the area, to stimulate consideration and purchase.
The activity runs from Thursday to Saturday each week from July through to December and is supplementary to each brands’ existing OOH activity.
Out-of-home always features heavily on our media plans because we value its brand building qualities and the rich creative canvas it provides, but the innovation we are seeing in the medium now means it can now offer so much more. Digital technology and dynamic scheduling allow us to be more agile and responsive than ever in terms of when and where we activate campaigns for our portfolio of brands while also providing significant business benefits from booking OOH at scale.Anita Robinson, European Category Director at Diageo
This campaign marks the most sophisticated and complex portfolio campaign we’ve ever planned, and fully maximises the multiple benefits of digital out of home available to us today. This flexible, portfolio management approach gives Diageo’s spirit brands a guaranteed OOH presence throughout the rest of the year, but with the added ability to react to key moments that matter to each individual product.Alexandra Porritt, Client Strategy Director at Posterscope