Guinness ramps up Six Nations activation with Digital OOH campaign

14 Feb 2020

By: Sport Industry Group

As the Six Nations takes its first rest week, parent company Diageo has launched a new digital out of home campaign to promote its Guinness Six Nations title sponsorship.

The campaign, devised by Carat and Posterscope, with creative by AMV BBDO and Geometry, aims to capture the attention of both Guinness Six Nations fans and championship ‘flirts’ by encouraging them to ‘settle in’ at bars and pubs to watch the game with a pint of the black stuff.

“Guinness is one of the world’s biggest rugby supporters,” said Anna Sablovscaia, Senior Brand Manager, Guinness. “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. 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.”

Making use of more than 1,600 digital advertising screens across the UK, the campaign features multiple different triggers and dynamic creative executions, based on location and the time of the week, allowing the brand to refer to specific games or nearby bars.

Screens in the vicinity of pubs that screen matches will automatically serve ads featuring messaging that directs fans to the nearest venue as kick-off time approaches, with countdown-to-kickoff ads and ‘grab a pack’ messages also being displayed.  

Catherine O’Leary, Planning and Buying Director, Posterscope, said: “We’ve used our location-marketing expertise to create a nationwide OOH campaign to reach supporters across the nation throughout the Championship. Using dynamic content served from our in-house dynamic ad-serving application Liveposter, we are creating a real time conversation with championship fans and flirts before, during and after the matches, making sure Guinness is always relevant to the action and with the supporters every step of the way.”

The campaign will also make use of rail stations and panels in the vicinity of stadiums used by the Guinness Six Nations teams, Twickenham, BT Murrayfield and Principality, will show match information and a countdown to each stadium’s next game.