Harp Lager has launched a new, weather-activated out of home advertising campaign, an industry first, in selected Northern Ireland locations.
The campaign will feature weather-specific messages, which will be displayed at selected locations in Belfast, Arthur Street and Bradbury.
In dry weather, the design will feature the iconic Harp Angel, and encourage the viewer to ‘step on crunchy leaves’ of autumn. In wet weather, the design will display a message suggesting it is “perfect weather for treating yourself to a cab”.
Source OOH Senior Account Manager Joanna Reihill commented, “Integrating a real-time messaging system into Harp’s ooh campaign was a very exciting challenge. 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.”
The campaign is the result of collaboration between Harp progenitor Diageo, media agency Carat Ireland, out of home media specialist Source OOH and creative agency Irish International.
Brand Manager for Harp, Lisa Ronayne said, “Harp is a part of Northern Ireland and we are always looking for ways to react to what is 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.”
