PML – Budweiser’s Final Countdown

Ahead of Saturday’s FA Cup final, Budweiser got Ireland game-day ready with the launch of a contextually relevant DOOH campaign.

Using PML Group’s Dynamic platform, Budweiser captured attention by offering a live countdown to the kick off between Man City and Watford.

Important objectives for the campaign include increasing the visibility of the brand and to demonstrate its passion and long-term association with football through its FA partnership.  Budweiser targeted the retail environment nationally across the Tesco Live network to engage key audiences at the point of sale and drive sales of its game day packs in the build-up.

Planned by Carat and Source out of home, PML Group’s in-house team of designers, Design+, was responsible for the Dynamic creative. The digital screens were also supported by a wider branding campaign using classic OOH formats.

Audience affinity for sport, through Locomizer data, was also analysed in planning the campaign. While Clear Channel’s SmartSelect planning tool supported the campaign’s precision targeting with the selected Tesco stores over-indexing on lager sales.

According to Scott Molloy, Account Manager for Source out of home: “The FA Cup final is a ‘must see’ event in the football calendar and reaches an unprecedented number of footy fans in Ireland. Providing Irish fans with a rich FA Cup experience by engaging them with a countdown to the game assists Budweiser in creating deeper connections between the audience and the brand using football as the backdrop. As results, top of mind awareness and the propensity for call to action can be greatly influenced at the POS locations”.

Alice Sheehan, Account Manager in Carat adds: “As avid footie fans, the opportunity to activate a countdown to the FA Cup Final was an enticing one for us. Sharing our love for the beautiful game, Budweiser were onboard from the get-go. The Clear Channel Tesco Live network has proven time and time again that with data turned to insight, we power our campaigns’ effectiveness and deliver on client objectives.”