Diageo debuts ‘most sophisticated’ poster campaign

Diageo has launched a “sophisticated” new outdoor marketing campaign featuring different messages dependent on time of day and weather.

The new campaign will promotes a different message depending on time of day and weather

Diageo has partnered with marketing specialist Posterscope on the campaign, which promotes its Gordon’s, Tanqueray, Smirnoff, Captain Morgan and Smirnoff Cider brands.
The campaign makes use of the JCDecaux LDN network, with each brand sharing digital airtime across the London-based screens.

Messages for each brand will be triggered by a different set of criteria, including weather and time of day.

These triggers will not only determine which brand becomes active and when, but also which creative message will be used.

Anita Robinson, European category director at Diageo, said: “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 out-of-home at scale.”

The campaign will also consider brand sales and purchase points in the area before promoting each brand. For example, Smirnoff Cider activity will be in proximity to parks and off-trade.

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.

Alexandra Porritt, client strategy director at Posterscope, said: “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 out-of-home presence throughout the rest of the year, but with the added ability to react to key moments that matter to each individual product.”

Last week, Diageo posted an organic net sales increase of 5% in its 2018 fiscal year, described as a “strong, consistent performance” for the UK-based group.