Guinness launches dynamic, digital out of home campaign to promote Six Nations

David Murphy

Diageo stout brand Guinness has launched a nationwide digital, dynamic out-of-home campaign, that encourages fans to “settle in” to match venues, pubs, bars or at home and take in a game with a pint of the black stuff.

Devised by Carat and Posterscope, the campaign seeks to capture the attention of Guinness Six Nations fans and championship ‘flirts’ and direct them to pubs or stores where they can catch a live match or grab a pack of Guinness. Appearing across more than 1,600 digital sites across the country, the campaign features multiple different triggers and dynamic creative executions, based on location and the time of the week.

Screens near to pubs showing matches are automatically served ads featuring directional messaging to the nearest venue, as a match approaches. POS screens close to major off-trade retailers feature two different creative executions – a countdown to match kick off from the day before and a grab a pack message.

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.

The dynamic 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.

“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,” said Guinness senior brand manager, Anna Sablovscaia. “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.”