JCDecaux's programmatic campaign of the year award winner

By AdNews | 27 February 2024

Lion and UM’s campaign Guinness Brewery of Meteorology is the winner of the JCDecaux's inaugural programmatic campaign of the year award.

Recognising Australians' keen interest in the weather, and taking inspiration from the Bureau of Meteorology, Guinness created an entirely new weather platform, "The Brewery of Meteorology" app. The campaign strategy focused on leveraging the connection between the optimal temperature for a Guinness and winter temperatures in Australia.

By harnessing the power of programmatic digital out-of-home (DOOH) and using dynamically optimised creative, whenever the temperature dropped and became cold, the city-specific, weather-triggered creative would be displayed, encouraging drinkers to enjoy a glass of the “dark stuff”. To further increase engagement and drive consumption, careful geographic planning directed customers to their nearest pub to claim their free pint of Guinness.

The updated BOM platform 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.

The campaign delivered increased sales and growth in brand association including a three-point growth in salience and a 17% increase in brand power. The campaign led to a 13% increase in consumption year-on-year and an 18% boost in revenue during key winter months.

The judges also awarded Yahoo and Starcom with a highly commended for Tourism Tasmania’s The Off Season 2023 campaign.

In 2023 Tourism Tasmania successfully boosted winter tourism through a strategic omnichannel campaign, primarily using programmatic DOOH and audio channels. Partnering with Yahoo and Starcom, the focus was on transforming the perception of winter and highlighting Tasmania's unique charm during ‘The Off Season’.

The use of programmatic DOOH strategically implemented in key locations across Australian capital cities, along with time targeting during peak hours, played a vital role in achieving widespread exposure and audience engagement.

The campaign resulted in a 45% increase in physical visits to Tasmania, with Large Format billboards standing out as the most effective, generating a 140% footfall uplift and a 151% website uplift compared to a non-exposed control audience. Online behaviour was significantly influenced, with a 56% higher likelihood for individuals exposed to the campaign to visit the Tourism Tasmania destination website.  

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