Lion Beer Australia has developed a unique out-of-home (OOH) campaign for Summer Bright Lager using JCDecaux’s dynamic screens that encourages passers-by to ‘Dive into Summer’ with live weather, swell and water temperature alerts.
Delivered via Digital Citylights panels in Brisbane, Sydney and Melbourne, the campaign uses JCDecaux’s proprietary dynamic delivery platform, SmartContent, to harness a combination of weather and surf sources to display nearby beaches’ weather, swell and water temperature, and in Melbourne, wind speed.
The surf and weather information will be updated in real time, aiming to inspire passers-by to ‘Dive into Summer’ at Sydney’s Bondi, Brisbane’s Ocean and Melbourne’s Brighton beaches.
The OOH campaign launched on Tuesday and runs until mid-December, and complements a broader ad campaign.
Richard Knight, marketing manager for Summer Bright Lager, said: “Encouraging Australians to ‘Dive into Summer’ is at the heart of what we do, so we challenged Ogilvy and UM to bring this to life this summer.
“This dynamic feed delivering real-time, local beach conditions is such a great fit for the brand and really does inspire consumers to get to the nearest beach and ‘Dive into Summer’.”
JCDecaux’s head of creative solutions, Alan Klein, said: “The Summer Bright Lager campaign is a clever use of our SmartContent that updates weather and surf conditions in real time, combining data from multiple sources.
“It’s a perfect fit for the brand’s summer credentials, and is sure to attract the attention of people enjoying the summer season.”
Client: Lion Beer Australia
Creative agency: Ogilvy Australia
Media agency: UM
Outdoor media provider: JCDecaux