Heineken Ireland is using innovative Out of Home to promote its new #LovetheCold campaign for Coors Light. Working alongside creative agency, CKSK, media planning and buying agency Starcom and OOH media agency Kinetic, the media-first campaign reacts to changes in temperature to deliver free Wi-Fi to consumers.
To encourage engagement with the general public, freeWi-Fi ‘cold-spots’ have been placed in Adshel bus shelters on Camden Street and Leeson Street in Dublin city centre. Playing on the #LovetheCold theme, a temperature sensor is installed at each bus shelter. These sensors are activated once the temperature drops below 2 degrees, allowing passers-by to access the free WiFi signal. If the weather isn’t cold enough, consumers can drop the temperature with a touch of a button via a digital screen installed in the bus shelter. Users can only connect to the free service once they confirm that they are 18 years of age or over.
As well as digital OOH, the campaign is running on large format billboards including 48 sheets and Commuter Squares, a selection of transport formats including Luas and DART internals, and bus T-sides.
According to Aoife Hudson, strategic business director with Kinetic: “Kinetic is delighted work alongside the Coors Light team,Starcom and CKSK to bring this new innovative #LovetheCold campaign on-street. Using innovation as part of this campaign worked exceptionally well and allowed us to further engage consumers. In this media-first, we turned Adshel bus shelters into WiFi ‘cold-spots’ demonstrating how adaptive OOH is and also highlighting its ability to meet the demands of an evolving market.”