To crack the brief, and become more relevant, we needed Jameson to effectively become ‘one of the lads’ by breaking into the lad-appropriate drinking occasion that we termed “Beers with the Boys”: those sociable, sometimes spontaneous, catch-ups with friends in bars and pubs.

Millennials typically have fragmented media consumption, so Out-Of-Home was chosen as the perfect lead medium to reach this audience; OOH being broadcast and present in times when it could prime our lads audience ahead of the ‘beers with the boys’ occasions, whilst reminding them of the product in the on-trade moment itself.

We knew OOH media could generate awareness at the point of sale, but we needed to ensure effective targeting of lads throughout the year to improve saliency. With hundreds of thousands of possible locations to reach this audience, we undertook a revolutionary data-led approach to location profiling to inform how we bought our OOH.

Locomizer, using active mobile location signals from our target audience, captured who has frequented Jameson’s bars and pubs, and also the key times of day/days of week they visited those bars. Modelled and historic data (using the equivalent period from the previous year) was then used to understand the location behaviour of our audience at the times when they are not at those bars. This highlighted valuable locations, either for proximity to the point of purchase or non-proximity locations that could efficiently drive brand salience.

We took this location data and fed it into our proprietary planning application to optimise the distribution of our outdoor campaign.

6 Sheets were chosen as the lead format due to their ubiquity, which allowed close correlation to location insight and media placement. Digital 6-sheet formats allowed us to maximise the relevance to customers, supported by static sheets in hotspot locations with no digital inventory.

The top-line results show that this campaign smashed the objective of driving uplift in core brand metrics, to increase saliency, and increase relevance to our lads target.

• We increased “Brand you see more of (national)” from 2% up to 13% (+225% higher than target) to improve saliency.

• We increased “Brand for me (national)” from 8% up to 16% (+60% higher than target) to improve relevance.

• We increased “On trade consideration” from 13% up to 21% (+40% higher than target) to help drive sales in bars.

What these results highlight is the positive business effect of taking an innovative approach to data-planning in OOH to deliver location selection efficiency, which allows an ‘always-on’ presence, with greater geographical penetration, impacting longer term changes in target audience behaviour through relevance and authenticity.