Harp Lager’s weather-activated advertising

Harp, one of the best-selling lagers in Northern Ireland, launched a pioneering, weather-activated Out-Of-Home advertising campaign in a first for the local media market recently.

At carefully selected locations in Belfast such as Arthur Street and Bradbury Place the public were presented with a creative message specific to the weather conditions at the time.

The dry weather message encouraged consumers to ‘step on crunchy leaves’ this Autumn.

 

When the weather changed for the worse, the wet weather design was displayed suggesting it’s “perfect weather for treating yourself to a cab”.

The campaign was the product of collaboration between Harp parent company Diageo, media agency Carat Ireland, Out-Of-Home media specialist Source OOH and creative agency Irish International.

“Integrating a real-time messaging system into Harp’s OOH campaign was a very exciting challenge,” explained Joanne Reihill, Senior Account Manager at Source OOH, “Using existing Adshel scrolling poster sites, we engaged with Buzzoo, a technology specialist, to come up with an automated solution that could control the message on display, activated by changes in the weather.”

Lisa Ronayne, Brand Manager for Harp, added, “Harp is a part of Northern Ireland and we’re always looking for ways to react to what’s happening right here, right now. This weather-activated Out-Of-Home advertising allows us to have real-time reactions to everyone’s favourite conversation topic – the weather – and to put a Harp twist on it by encouraging consumers to look on the Harp side in any situation”.