Guinness - Weather-triggered campaign using time-targeting
THE CHALLENGE
Leverage the connection between the optimal temperature for a Guinness and winter temperatures in Australia.
THE OBJECTIVE
Create an entirely new weather platform based on the Bureau of Meteorology named the‘Brewery of Meteorology’ app which would inform Australians when it was the perfect time for a pint.
THE SOLUTION
The campaign deployed DCO: when the temperature dropped and reached cold, the city-specific, weather-triggered creative would be displayed.The campaign also included careful geographic planning directing customers to their nearest pub to claim their free pint of Guinness, and time-targeting during peal hours.
