Winter time is Guinness time – and the beer brand made the most of the Australian winter of 2023: The weather data triggered campaign “Guinness Brewery of Meteorology” was named JC Decaux’s programmatic campaign of the year.
As soon as the weather turns cool, it’s time for a glass of “Dark Stuff” – that’s the idea behind a Guinness campaign from last year’s winter in Australia. Now JC Decaux awarded it with the title “Programmatic Campaign of the Year 2024”. It involved the weather, DooH screens, and a free pint of Guinness. The result: Guinness consumption increased by 13 percent compared to the previous year.
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Guinness took inspiration for the campaign from the Bureau of Meteorology from which the beer brand derived the name for its own weather platform, the app “The Brewery of Meteorology”. The app informed Australians of the perfect time to enjoy a pint during the winter months of 2023. When the weather was cool enough for it to be Guinness drinking time, the campaign was played out on JC Decaux’s DooH screens.
Location-based DooH campaigns were created to direct consumers to the nearest pub, where they could then pick up their free pint. In advance of this DooH campaign, online and social media campaigns in the style of weather forecasts announced the Guinness season. In addition, Guinness fans were also directly addressed via the Guinness customer database.
The success of the campaign was not only reflected in increased consumption – awareness of the Guinness brand increased by three percentage points and brand strength by 17 percent. Sales in the winter months, which are the most important time for Guinness, rose by 18 percent.
The Guinness Brewery of Meteorology campaign was developed by Lion, UM, Vistar Media, Kinesso and Thinkerbell.
