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.
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