For five of its spirit brands—Gordon’s, Tanqueray, Captain Morgan, Smirnoff and Smirnoff Cider—Diageo is launching a new out-of-home campaign featuring responsive ads that change based on different factors. The dynamic ads boast the ability to reveal different messages based on the local weather conditions or the time of day, ensuring that consumers will see relevant content as they frequent parks, railway stations and more.
The responsive ads will reveal messages like "sun's out, gin's out" or "#weekend," which seem simple and playful enough, but are shown based on highly sophisticated datasets that make the most of digital technology and dynamic scheduling to best showcase Diageo's portfolio of brands.
As the technology has been made available, many brands are opting to leverage hyper-local advertising schemes to share relevant content that will resonate with consumers on a moment-to-moment basis.
Responsive Alcohol Ads
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