Dare Iced Coffee takes its #brainfail tactical campaign to outdoor

Lion’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.”