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Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

Grandpa Pranks Bodybuilders at Muscle Beach

Kenneth “Kenny” Leverich is a multi-time CrossFit Games competitor and all-around freak athlete who has a crazy combination of strength, speed, and gymnastics skill. Basically, he’s one of the best functional fitness athletes to put on a clinic of showoff moves
So when Thrillist recruited him for a recent viral prank sponsored by Smith & Forge Hard Cider, it drew a crowd. Leverich was disguised as an 84 year old man when he visits the famed Muscle Beach. Costumed snatches, clean & jerks, back flips, pistols, and other antics ensue.
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Via: YouTube

Strongbow Kicks Off 7 ‘Nature Remix' Acts with Johannesburg Orchard Tower

Cider brand Strongbow has launched a global marketing campaign called ‘Nature Remix’ to encourage consumers to reconnect with nature and raise awareness around its new range.
Spearheaded by seven acts in seven global cities, the campaign, co-created with Cloudfactory, merges experiential stunts, a TV commercial, digital films and social media actions to publicise new cider flavours: Gold Apple, Honey, Red Berries, Elderflower and Dark Fruit.
The first activation includes the growing of an orchard in central Johannesburg with the branches weaving through the windows of an abandoned tower block, filmed by Fredrik Bond. This marks the first of seven actions from the brand.
Jiri Rakosnik, global marketing manager of cider at Heineken, said; “The zeitgeist among millennials is to try to make the world a better place to live, through a series of small actions that add up to more than the sum of their parts.
“The new campaign takes this insight and invites consumers to bring nature back into their city in a creative and enjoyable way. Our launch in Johannesburg is just the beginning. We have future acts planned in Toronto, Bucharest, Bratislava, Prague, Lisbon and Vietnam.”
Video below:
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Via: The Drum

Strongbow Cloudy Apple Cider engages using OOH and experiential

The launch of Heineken’s new Strongbow cloudy cider, the biggest alcohol launch in 2015, is being supported by a national campaign on OOH, TV, mobile and social media.
As part of the widespread OOH activity, which also includes a Cromwell Road special build and banners as well as traditional formats, there is experiential activity – involving a modern take on the classic fairground ‘buzzer’ game.
A bespoke interactive Strongbow Archer’s lightning bolt will tour around the UK giving participants the opportunity to play the game of guiding a ring down the lightning without touching it to complete the challenge in the quickest time possible. The game play will be connected to existing Digital OOH and bought in screens, and as the player progresses, motions sensors on the lightning bolt trigger relevant content on screen. Tying in with campaign creative we use sound and dynamic content to create the effect of a storm building on screen. As the player reaches the end of the game a crack of lighting shoots across the screen, igniting a glass of the new Strongbow Cloudy Apple cider with life.
A site specific and regional leader board element will also feature, based on time taken to complete the game. Participants will be able to access this remotely via a microsite which can link to social channels.
This campaign, which connects the digital world with real life physical experiences,  not only captures the imagination of consumers, whilst bringing to life the creative concept but it also uses the strengths of OOH to amplify experiences to the mass public.
The campaign was created by psLIVE, Posterscope and SMG.
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