JCDecaux creates live weather, swell and temperature alerts for Lion

JCDecaux, Ogilvy and UM have created an out-of-home campaign offering passers by live weather, swell and water temperature alerts to promote Lion’s Summer Bright Lager.

The announcement:

Lion’s Summer Bright Lager inspires people to dive into summer with real time surf and weather alerts in Out-of-Home campaign by Ogilvy and UM with JCDecaux.

Lion Beer Australia has developed a unique Out-of-Home campaign for Summer Bright Lager using JCDecaux’s dynamic screens that encourages passers-by to dive into summer with live weather, swell and water temperature alerts.

Delivered via Digital Citylights panels in Brisbane, Sydney and Melbourne, the campaign uses JCDecaux’s proprietary dynamic delivery platform SmartContent to harness a combination of weather
and surf sources to display nearby beaches’ weather, swell and water temperature, and in Melbourne, wind speed.

The surf and weather information will be updated in real time, aiming to inspire passers-by to dive into summer at Sydney’s Bondi, Brisbane’s Ocean and Melbourne’s Brighton beaches.

The Out-of-Home campaign launched on 31 October and runs to mid-December and complements a broader advertising campaign.

Richard Knight, Marketing Manager for Summer Bright Lager, said: “Encouraging Australians to ‘Dive into Summer’ is at the heart of what we do so we challenged Ogilvy and UM to bring this to life this summer. This dynamic feed delivering real time, local beach conditions is such a great fit for the brand and really does inspire consumers to get to the nearest beach and Dive into Summer!”

JCDecaux Head of Creative Solutions, Alan Klein, said: “The Summer Bright Lager campaign is a clever use of our SmartContent that updates weather and surf conditions in real time, combining data from multiple sources. It’s a perfect fit for the brand’s summer credentials and is sure to attract the attention of people enjoying the summer season.”

Client: Lion Beer Australia
Media Agency: UM
Creative Agency: Ogilvy Australia


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