Out-of-home (OOH) media company JCDecaux has awarded Lion and UM the inaugural Programmatic Campaign of the Year award with their digital OOH Guinness Brewery of Meteorology campaign.
Yahoo and Starcom were awarded a highly commended for Tourism Tasmania’s The Off Season 2023 campaign.
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The winning campaign strategy played off the novelty of weather-tracking the ideal temperature for enjoying a pint of Guinness during the Australian winter via The Brewery of Meteorology app, inspired by the Bureau of Meteorology.
Using digital OOH ads and optimising it to display different content based on weather, the campaign showed tailored ads in cities when it got colder, encouraging audiences to enjoy Guinness. By targeting specific areas, the campaign also guided customers to nearby pubs for a free pint.
The BOM platform also launched with weather forecast-style online videos and social content, declaring it as “Guinness season” and using a targeted approach through Guinness’ first-party customer database.
Judge and chief executive officer of IAB Australia, Gai Le Roy, said: “I loved this campaign. They’re staying true to the cheekiness of the Guinness brand. They’re bringing it to a new format, and they’re also closing it from a performance point of view.
“You’ve got a cheeky brand, you’ve got new trial, and you’ve got immediate results. What’s not to love there?”
Yahoo and Starcom for Tourism Tasmania – The Off Season 2023 campaign
Guinness Brewery of Meteorology campaign digital OOH campaign by JCDecaux, Lion and UM
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The win comes off the back recent findings from the Outdoor Media Association (OMA). According to the OMA, the OOH industry has seen an increase of 12.2 per cent on net media revenue for 2023, reporting $1,193.7 million. This number is up from an adjusted figure of $1,063.6 million for 2022.
Q4 2023 saw an increase of 10.9 per cent on net media revenue year-on-year, posting $366.6 million up from $330.7 million for Q4 2022.
The findings also reported Digital OOH (DOOH) revenue as accounting for 73.9 per cent of total net media revenue year-to-date, an increase over the recorded 64.5 per cent for the same period last year.