Diageo launches "most sophisticated and complex" ad campaign ever

Diageo has invested in cutting edge outdoor advertising that changes depending on the weather and the time of day.

The Posterscope ads cover key brands Gordon’s, Tanqueray, Captain Morgan, Smirnoff and Smirnoff Cider, which share digital airtime across London.

Smirnoff Cider ads will be displayed close parks and retail outlets, with bespoke creative executions served when the weather reaches a certain temperature.

A Gordon's ad reads "Sun's out, gin's out" when the sun makes an appearance, while another says: "Too busy for a 5pm G&T? Not that busy."

Other unique datasets will trigger a shift in advertising campaigns and they will be “optimised hourly by location to the audience in the area, to stimulate consideration and purchase”.

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.”

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

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