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Posterscope and Vizeum Australia roll out OOH mural series for Jameson

Vizeum and OOH specialist agency Posterscope have teamed up with Apparition Media to roll-out a unique Out-of-Home mural series promoting Jameson Irish Whiskey.
The murals, situated at eight locations throughout Melbourne, Sydney and Brisbane, depict Jameson’s iconic artwork featuring its famous bottle alongside the Jameson family motto of ‘Sine Metu’ (Latin, meaning ‘without fear’).
Valeria Catterini, senior brand manager, Jameson Irish Whiskey said: “We are incredibly impressed with the Apparition Media approach to Out-of-Home advertising. The hand painted billboards are disruptive and add an element of intrigue for passers-by during the painting process. Working with Apparition and the very talented artists allows us to behave differently in this traditional media channel and bring to life the Jameson ‘Sine Metu’ campaign in a new and exciting way.”
Lewis Stewart, group business director at Vizeum said: “Our approach for the Jameson campaign was to build a sense of crafted authenticity through our communications.”
“Using Apparition, we were able to transform the traditional Out-of-Home experience into a delivery mechanism which showcases high quality, in cherry-picked environments, that enables us to talk to our consumer in a unique and creative way.”
Posterscope handpicked locations that were both popular and high-traffic such as Surry Hills NSW, Fortitude Valley QLD, and Melbourne’s CBD.
Elliot Devine, business director at Posterscope said, “Jameson challenged Posterscope with thinking outside of traditional Out-of-Home channels to elevate the Jameson brand. Working closely with Vizeum and Apparition we selected the most impactful and relevant sites to elevate the brand and align with the Jameson Motto ‘Sine Metu’ – without fear. It’s exciting when a brand challenges the medium to come up with really creative executions!”
The series, created by Apparition Media and inspired by Jameson’s iconic artwork, includes three variations of the same design.
Says Tyson Hunter of Apparition Media: “Jameson is a brand we have dreamt about working with since we started this business. It was one of those brands that we knew would fit the medium perfectly and we are very excited that we got the opportunity to work with them on this campaign.”
Each mural will be up for five weeks.

Jameson's use Locomizer to enable hyper targeted campaign

Posterscope has developed a unique Out of Home (OOH) advertising campaign for Jameson Irish Whiskey that launched in time for the Rugby World Cup.
The campaign is the first of its kind in the UK and will enable Jameson to branch out from focusing simply on physical proximity to bars to ensuring advertising is in the most relevant locations, right across consumers’ lives.
Posterscope will be using Locomizer, an audience discovery engine based on geo-behavioural user interest profiling technology, to enable hyper-targeted advertising – a first for the UK.
Jameson’s campaign will target drinkers throughout their week by looking at places and surroundings where customers tend to spend their time using a new technique of audience discovery and segmentation. This targeting strategy will allow Jameson to reach their audience at multiple touchpoints throughout their day, increasing frequency of message.
Ryan Hedditch, Business Director at Posterscope said: “This is a fantastic evolution of targeted advertising and we, in partnership with Havas Media, are excited to be putting it into action for Jameson. We have analysed modelled and historic data on all of those customers we want to be able to reach. Understanding location behaviour of consumers allows us to identify geographical hotspots where our audiences are likely to congregate at, when they are not at the interest affinity locations.”
Vicky Hoey, Head of Marketing at Jameson said: “We are very excited about this unique campaign, which will enable us to gain increased cut-through and resonance with our audience. This is particularly important during these upcoming sporting occasions where consumers will be inundated with advertising.”
Toby Hawkins, Account Director at Havas Media, said: “This campaign will enable us to target Jameson consumers throughout their week and not just when they are headed to the pub for a drink. Locations and format have been chosen with this in mind.”
Posterscope’s data has also allowed them to improve format targeting. The campaign will utilise location-based digital advertising in partnership with mobile media partner xAd, as well as digital roadside screens in high footfall locations, large format digital screens powered with Dynamic Digital OOH and Underground LCDs.
The campaign launched on the 18th September and will run in bursts across a total of 7 months.