Tennent’s Lager Location Based Ad Campaign
Adrian J Cotterill, Editor-in-Chief
Tennent’s Lager is running a location-based mobile advertising campaign to emphasise the defining characteristics of Scotland’s cities.
The alcohol brand has created six bespoke pint glass designs to celebrate the culture, pride, passion and humour of each of Scotland’s cities – Aberdeen, Dundee, Inverness, Stirling, Glasgow and Edinburgh – with words contributed entirely by consumers.
Each glass design will be advertised in specific regions on the STV.News app for mobiles, using JiWire’s location based Compass advertising solution which identifies the nearest venues where the Tennent’s glass promotion is available, based on the consumers location.
Creative was produced by independent digital design agency, Whitespace using copy which highlights the drinkers’ local knowledge with the strap line, based on the above-the-line campaign from Newhaven Communications ‘You’ve got your city down to a T’. Banners click through to a map featuring ‘T’ logos showing nearby pubs, bars and restaurants and a video of the brand’s TV advert.
Steve Rickett’s, European MD Of JiWire told us “We have integrated JiWire’s location-based advertising data with STV’s mobile app and Facebook’s pages as well as with all the venues promoting Tennent’s larger in Scotland, for this cutting-edge and relevant campaign. All the content is highly targeted and specific to the exact location of that consumer”