Based on weather conditions, Guinness Time was a Dynamic campaign which was triggered by the ever changing Irish summer weather.
Less than 18 degrees would display ‘Don’t rush, take your Guinness time’. Anything surpassing this, the creative would display ‘Its hot, were cold’. If it was raining it would display ‘Its raining, were pouring’.
Scott Molloy, Account Manager at Source out of home said of the campaign; “We are a nation that is obsessed with the climate so Guinness’s use of weather triggers in its campaign is a great way to create compelling content that is relevant to the environment the ad is served. The flexibility and content adaptability of the Dynamic platform provides an optimal OOH presence at key times for the iconic drink- in addition to driving pint appeal.“
For further details on how you can explore more of Guinness click here https://www.guinness.com/en-ie/
The campaign was booked with JCDecaux by media agency Carat Ireland and outdoor specialist Source Out Of Home. The creative is by AMV BBDO.
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