Summer Bright Lager will provide real time surf and weather updates via outdoor billboards across Sydney and Melbourne.
Summer Bright Lager will provide real time surf and weather updates via outdoor billboards across Sydney and Melbourne.
The campaign is a collaboration between Ogilvy, UM and JCDecaux.
The outdoor ads leverage JCDecaux technology to harness a combination of weather and surf sources to display nearby beaches' weather, swell and water temperature.
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 outdoor push complements wider advertising activity.
Richard Knight, marketing manager for Summer Bright Lager, says: "Encouraging Australians 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!"
JCDecaux head of creative solutions Alan Klein adds: "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. It's a perfect fit for the brand's summer credentials and is sure to attract the attention of people enjoying the summer season."
Credits:
Client: Lion Beer Australia
Media Agency: UM
Creative Agency: Ogilvy Australia
