Digital Out-of-Home is part of a multimedia campaign underway by Brasserie Labatt Limitée, Montreal, to launch Budweiser 4 to the Quebec market.
Budweiser 4 is a light beer but brewed with the taste and typical character of Bud. The campaign is appearing on Montreal-based Astral’s spectacular 14’ x 48’ digital boards with a 10-second static image in a 60-second loop.
The campaign, developed by agencies Brad, Montreal, and Grip, Toronto, also includes television, radio, online and Facebook. The brand signature is ‘Le goût sans compromis’ (Taste without compromise).
There is also an online contest where surfers can win four tickets to the F1 Grand Prix in Montreal, the U2 Show in Montréal (postponed to 2011), the NASCAR Nationwide Series race in Montreal, or a regular season NFL game.