Kiwi Beer Brand Engages Commuters with Dynamic DOOH Campaign
In a unique and innovative marketing move, Speight’s, the iconic Kiwi beer brand, has partnered with LUMO, Adtrek, EssenceMediacom, and Speight’s to bring trivia to life on digital billboards across New Zealand. Leveraging LUMO’s 16-second ad play length, this dynamic out-of-home advertising campaign showcases the questions and answers commonly found under the bottle caps of Speight’s beer. With a clever use of technology, the campaign aims to engage commuters during their daily routines and add a touch of entertainment to their day.
https://www.youtube.com/watch?v=NSgsTEURTCA
A Dynamic Creative Solution
The campaign utilizes Adtrek’s adCMS product, a self-served dynamic creative solution, to display the trivia questions and answers on the digital billboard network. This marks the first instance of dynamic out-of-home creative being adjusted within a back-to-back ad play transition. The two-part creative showcases a trivia question for the first 8 seconds, followed by the answer in the remaining play duration. Adtrek’s adCMS Content Management System prepopulates and updates a list of questions and answers, with the HTML creative rotating through them and assigning them to the appropriate half of the ad play.
Embracing Kiwi’s Love for Trivia
Kiwi’s have an undeniable love for trivia, whether it’s gathering in pubs for a weeknight quiz, watching popular TV shows like The Chase, or engaging in inflight quizzes. The Speight’s DOOH campaign taps into this passion by presenting a variety of questions on the billboards. The questions range from sports trivia to more general topics, designed to challenge and entertain audiences during their daily commute.
Harnessing the Power of DOOH
The strategic use of dynamic out-of-home advertising allows Speight’s to harness the medium’s versatility and create an iconic execution. Courtney Barnett, business director at EssenceMediacom, highlights the creative and dynamic possibilities of DOOH and praises the capabilities provided by LUMO. This collaboration between Speight’s, LUMO, Adtrek, and EssenceMediacom showcases the power of digital billboards to engage consumers in fresh and innovative ways.
Streamlined Content Management
Adtrek’s adCMS Content Management System plays a crucial role in the campaign’s success. This client-managed platform simplifies the process of updating questions and answers on the digital billboards, significantly reducing the time and effort required for creative production. By utilizing this technology, Speight’s can keep the campaign fresh and relevant, ensuring that commuters are consistently presented with new and exciting trivia.
Conclusion:
Speight’s beer has taken its iconic bottle cap trivia to the next level with a dynamic DOOH campaign on digital billboards. By partnering with industry leaders like LUMO, Adtrek, EssenceMediacom, and Speight’s, the brand has successfully engaged commuters and added a touch of entertainment to their daily routines. This innovative use of technology showcases the power of dynamic out-of-home advertising and highlights the creative possibilities of DOOH. As the campaign continues, Speight’s will continue to connect with consumers in fresh and innovative ways, reinforcing its position as New Zealand’s number one beer. So keep an eye out for these captivating billboards as they go live this week. Good on ya mate!
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