Lion Beer Australia have developed a unique Out-of-Home campaign for Summer Bright Lager using JCDecaux’s dynamic screens, encouraging 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, 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 Out-of-Home campaign launches on 31 October and runs to mid-December and complements a broader advertising campaign.
Richard Knight Marketing Manager for Summer Bright Lager said "encouraging Australian's 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!"
"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," said Alan Klein, Head of Creative Solutions, JCDecaux. "It's a perfect fit for the brand's summer credentials and is sure to attract the attention of people enjoying the summer season."