Dare Iced Coffee takes its #brainfail tactical campaign to outdoor

DareLion’s Dare Iced Coffee is utilising APN Outdoor’s digital billboard network for a tactical campaign, which sees the billboards chance its messaging to coincide with current events taking place in news and entertainment.

Running in Sydney, Melbourne, Adelaide and Brisbane, the campaign launched a the end of last month and is part of Dare’s #brainfail campaign, which regularly sees the brand posting tactical messages to its social media platforms including its recent ‘World if fukt’ Facebook post.

The billboards have recently targeted Eddie McGuire’s slip of the tongue which saw him swear on TV.

APN Outdoor general manager – sales Mark Fairhurst said: “The Dare Iced Coffee campaign demonstrates how advertisers can get the best of both worlds from large format digital. On the one hand you have all the original advantages of large format advertising; big impact and large-scale reach. Throw in the added benefits of digital, such as creative flexibility and immediacy, and the potential for campaigns to really resonate and connect with consumers is limitless.”

The campaign is a partnership between APN Outdoor and media agency Starcom which runs for 16 weeks.

Starcom Melbourne general manager Peter Toone said: “Dare’s creative platform of ‘when you’re not thinking straight’ gave us the opportunity to develop a dynamic social listening program for the brand, to aid us in identifying global trends and events quickly, which then informs the creative messaging in real time.

“Ultimately this leads to more compelling and engaging communications, whilst still remaining true to the Dare brand.  APN Outdoor’s Digital Billboards are critical to the campaign, enabling us to achieve high impact, whilst still retaining the flexibility to change messaging as and when events are unfolding.”


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