– Outdoor advertising campaign for Stella Artois Cidre delivers industry-first with real-time, weather-activated, location-based ads –
LONDON, 10 June 2013: This summer, Stella Artois Cidre, the UK’s best-selling premium apple and pear cider in the off trade¹, will for the first time launch an out-of-home campaign that delivers real-time, thermo-activated advertising based on the temperature in a specific location. The campaign, which depicts a bountiful scene of handpicked apples and showcases chilled Stella Artois Cidre is the perfect cue for sophisticated summer refreshment.
Stella Artois Cidre has worked with Posterscope, the out-of-home communications agency, and LIVEPOSTER, to build a bespoke scheduling system, from which the campaign will operate. The system, which is connected to digital out-of-home ad spots across the country, automatically turns ad spots on and off based on the results of a real-time weather data plug-in. So, when the system registers a two-degree increase in temperature (above the national average), Stella Artois Cidre advertising content will be displayed on digital screens in that specific location. Equally, ads will not appear in in locations registering lower temperatures, or where it is raining, for example.
This innovative out-of-home activity is part of a major advertising investment for Stella Artois Cidre across TV, cinema, outdoor and digital.
Andy Logan, marketing manager for Stella Artois Cidre said: “This summer, Stella Artois Cidre, the most sophisticated cider brand² will deliver the most sophisticated summer of refreshment, right on cue when the temperature rises. This innovative media mechanic is yet another way we are pushing the boundaries through digital technologies to be relevant to our consumers, at just the right time.”
For further information, please contact:
Giovanna Clark, W Communications
Tel: 07824 877 837
Notes to editors
Media planned and booked by Posterscope and Vizeum.
1. Value sales off trade Nielsen April 2013
2. Ipsos March 2013
Posterscope is the world’s leading Out-of-Home communications agency. It knows more about how consumers behave when they are out of home than anyone else. Posterscope understands the connection between out-of-home, mobile and digital, and pioneers trials to understand how consumers will use emerging technologies. Posterscope has 48 offices around the world, buying over $2.1bn of out-of-home advertising space each year.
Around Live Poster:
LIVEPOSTERTM is both an agency and product proposition for clients. For those that want consultancy, they offer strategic advice on data and content, creative solutions and production. Those that already have content can use the LIVEPOSTERTM system to curate, manage, moderate, schedule and distribute their dynamic campaigns to all the digital OOH media networks.
About Anheuser-Busch InBev:
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Corona®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.com.