APN Outdoor and Starcom have joined forces to bring to life a new outdoor campaign for Lion’s Dare Iced Coffee.
The campaign will use APN’s digital billboards in Sydney, Melbourne, Adelaide and Brisbane to change up the message in relation to what’s going on in the news and around the world at that time.
The Dare campaign puts a spin on trending moments in pop culture, reacting in real time and encouraging conversation around the #brainfail #darefix.
“The Dare Iced Coffee campaign demonstrates how advertisers can get the best of both worlds from large format digital,” Mark Fairhurst, general manager of sales at APN Outdoor, said.
“On the one hand you have all the original advantages of large format advertising; big impact and large-scale reach. Throw in the added benefits of digital, such as creative flexibility and immediacy, and the potential for campaigns to really resonate and connect with consumers is limitless.”
Peter Toone, general manager of Starcom in Melbourne added: “Dare’s creative platform of ‘when you’re not thinking straight’ gave us the opportunity to develop a dynamic social listening program for the brand, to aid us in identifying global trends and events quickly, which then informs the creative messaging in real time.
“Ultimately this leads to more compelling and engaging communications, whilst still remaining true to the Dare brand. APN Outdoor’s Digital Billboards are critical to the campaign, enabling us to achieve high impact, whilst still retaining the flexibility to change messaging as and when events are unfolding.”
The campaign launched April 21 and continues for 16 weeks.
Check out some of the photos from the campaign below.
The campaign in Melbourne