Tennents Lager Launches LBS Ad Campaign

Tennent’s Lager has launched a location-based mobile advertising campaign to emphasise the defining characteristics of Scotland’s cities. The alcohol brand has created six bespoke pint glass designs to celebrate the culture, pride, passion and humour of each of Scotland’s cities – Aberdeen, Dundee, Inverness, Stirling, Glasgow and Edinburgh – with words contributed entirely by consumers.

Each glass design will be advertised in specific regions on the STV.News app for mobiles, using JiWire’s location-based Compass advertising solution, which identifies the nearest venues where the Tennent’s glass promotion is available, based on the consumer’s location.

The campaign was booked on the STV News app, leveraging technology from location-based media company, JiWire, to geo-target the campaign to people within close proximity of each city. Creative was produced by independent digital design agency, Whitespace, using copy which highlights the drinkers’ local knowledge with the strap line, based on the above-the-line campaign from Newhaven Communications ‘You’ve got your city down to a T’. Banners click through to a map featuring ‘T’ logos showing nearby pubs, bars and restaurants and a video of the brand’s TV ad.

“Tennent’s shares its Scottish roots and identity with its drinkers, and we wanted to do something that would celebrate the great pride we all share in being from here,” says Tennent’s Lager marketing manager, Jane Cannon. “By involving people, across the country, to create this new range of glasses, it has painted a picture of each city that reflects how we see ourselves; all the unique quirks that make the six cities different and their people great. We’re sure the glasses will spark good conversations in pubs throughout the country. Location based targeting was key to this campaign and JiWire’s technology enabled us to target people on the go to drive footfall into venue.’

The Tennent’s Lager glasses have a limited release, with 20,000 available in pubs and bars and online at Tennent’s Facebook page.  Glasgow’s party atmosphere, subway and cone-headed monument all feature on its glass, while Hogmanay, salt and sauce and magical streets are revealed for Edinburgh. Further north, highlights include the gleaming granite and Doric dialect of Aberdeen, while Inverness’ midnight curfew, Highland charm and 15-minute rush hour are given a special mention. Dundee’s design references the city’s famous pies and bridge while Stirling’s legendary history, monuments and modern pubs are celebrated. The technology from JiWire reveals how many venues there are nearby and provides a mashup map and walking and driving directions, as well as a link through to the Facebook page.