Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

Gordon's Gets Weekend Ready

Gordon’s gets commuters in the mood for the weekend with its fantastically refreshing new dynamic campaign.
As a part of its ‘Shall We?’ campaign, the Diageo-owned gin brand has deployed the campaign on roadside 6’s, rail and Underground D6’s, and bars and pubs across the UK, with the creative changing depending on the time of day, weather and location. For example, in the evening the creative may say “It’s 5pm. Shall we?” and if it’s sunny the message will change to say “Hello Sunshine.”
The campaign is playing in the run up to weekends on Thursdays and Fridays from November 3rd to December 12th. It was planned and booked by Carat and Posterscope using the Liveposter platform.
Standard creative will also be deployed on Motion@Waterloo and several large format digital sites.

Aye Aye Captain Morgan… pose with the capatain and see your image streamed to digital screens

During the first May bank holiday weekend Diageo brand Captain Morgan was involved in a highly engaging, interactive experiential campaign
A photobooth was set up in a bar in Leicester Square on the Friday and Saturday nights where the Captain himself was posing for pictures.. It was a red carpet style event where guests could have photos taken of them, the Captain “and their crew.”
The photos were streamed directly onto One Piccadilly and Coventry House, which were booked for a four-hour duration each night, giving participants their “moment of fame.”
The Campaign was created by Carat, Posterscope, Liveposter and psLIVE.

Guinness West Indies Porter on Clerkenwell Road

To mark the launch of the new Guinness West Indies Porter, Diageo and Posterscope created a large hand-painted mural in Clerkenwell, an area known for its trendy bars and pubs. Posterscope’s Hyperspace team facilitated the project with High Rise Murals which is due to run until the end of November. The creative takes on a vintage feel to promote the heritage of the product, which is based on the recipe created in 1801. The campaign aims to hit the beer market trend of ‘premiumisation’ and the proliferation of craft beer brands and micro-breweries which are creating a new generation of beer-literate consumers.

Go Bold with Johnnie Walker Red

Johnnie Walker Red is launching its new serve with ginger ale through its ‘Go Bold’ integrated OOH campaign.
Broadcast, murals and guerrilla media are being used to increase awareness and consideration in key drinking hubs, whilst dynamic DOOH and mobile display will promote the nearest bars based on location to drive footfall.
Once there, consumers will be able to trial the product through experiential activities and will be encouraged to upload a ‘Go Bold’ selfie through a bespoke microsite for their chance to win various prizes.
All UGC will then be pulled through to the DOOH screens in real-time to drive advocacy and encourage further participation.
LIVEPOSTER developed the micro-site for this campaign and delivered 2 x dynamic posters to circa 200 digital screens, displaying location aware recruitment messaging and real-time user generated content.
The campaign was planned and booked by Carat and Posterscope.

Posterscope East Africa win Diageo following competitive pitch

Posterscope East Africa has won the Diageo OOH business in two markets; Kenya and Uganda. The Agency will be responsible for all Diageo Brands OOH activities in the two key East African markets.
Diageo is no stranger to Posterscope. Last summer Aegis Media were asked to do a campaign for Baileys new bottle launch in both Nigeria and Kenya, and 72 hours later had a creative concept and execution plan that fully answered and met the client’s brief and saw three of their network brands; Posterscope, Isobar and Carat working as one integrated unit.
“Baileys asked us to create awareness and hype around the launch of their new bottle amongst women in Nigeria and Kenya. If we didn’t win their hearts by being spectacular, brave and true, we risked being ignored.  As women in Nigeria and Kenya become more independent, they are increasingly identifying themselves with aspirational and premium international brands to portray their personality and style. Their exposure to big, premium technology led experiences is somewhat limited; however their engagement with various social platforms is significant. We took this insight and gave them something they have never seen before by revealing the new Baileys bottle in a larger-than-life 3D building video projection, taking the concept of a big brand billboard but giving it an innovative and mind-blowing digital twist. A bespoke 3 minute animation was created by Isobar for each market, taking into account consumer preference and the unique shape of each iconic building. These animations were then projected onto the individual buildings using 3D projection technology at launch events in the heart of Lagos and Nairobi, expressing the core brand values of Baileys – warmth, style and spirited elegance” says Bruce Burgess, Posterscope SA.
Click here to watch the video

Portfolio Items