Tennent’s Lager is currently running a TV and VOD campaign on STV.  and the campaign has now been extended to STV’s News app utilising a new dynamic location-based Compass advertising solution. The new Compass ad solution on mobile is a media first in the UK.

From today Tennent’s Lager is running a location-based mobile advertising campaign to emphasise the defining characteristics of Scotland’s cities.  The leading alcohol brand has created six bespoke pint glass designs to celebrate the culture, pride, passion and humour of each of Scotland’s cities - Aberdeen, Dundee, Inverness, Stirling, Glasgow and Edinburgh - with words contributed entirely by consumers.  Each glass design will be advertised in specific regions on the STV.News app for mobiles, using JiWire’s location based Compass advertising solution which identifies the nearest venues where the Tennent’s glass promotion is available, based on the consumers location.

The location-based advertising campaign was booked on the STV News app, the mobile news app for Scotland’s foremost digital media business, leveraging technology from JiWire, the leading location-based media company reaching the on-the-go audience, to geo-target the campaign to people within the close vicinity of each city.  Creative was produced by independent digital design agency, Whitespacers using copy which highlights the drinkers’ local knowledge with the strap line, ‘You’ve got your city down to a T’.  Banners click through to a map featuring ‘T’ logos showing nearby pubs, bars and restaurants and a video of the brand’s TV advert.

Commenting on the initiative, Tennent’s Lager Marketing Manager, Jane Cannon says, ‘Tennent’s shares its Scottish roots and identity with its drinkers and we wanted to do something that would celebrate the great pride we all share in being from here.  By involving people, across the country, to create this new range of glasses it has painted a picture of each city that reflects how we see ourselves; all the unique quirks that make the six cities different and their people great.  We’re sure the glasses will spark good conversations in pubs throughout the country. Location based targeting was key to this campaign and JiWire’s technology enabled us to target people on the go to drive footfall into venue.’[JB1]

Colin Ramsay, Sales Director for STV, adds, ‘Tennents is renowned for its innovative advertising campaigns and we’re delighted to be working with such an iconic Scottish brand on our first ever advertising campaign for the STV News app for iPhone and Android.  STV has unrivalled reach in Scotland and has the ability to connect with consumers at a local level.  This offers new and compelling opportunities for advertisers through a range of location-based services.  This clever and creative campaign from Tennents utilises our popular news app service perfectly and shows the huge potential these new services can offer.’ 

Steve Rickett’s, European MD Of JiWire concludes, ‘We have integrated JiWire’s location-based advertising data with STV’s mobile app and Facebook’s pages as well as with all the venues promoting Tennent’s larger in Scotland, for this cutting-edge and relevant campaign.  All the content is highly targeted and specific to the exact location of that consumer.  It amplifies the brand’s classic marketing campaign and its innovative partnership with STV, Scotland’s leading commercial broadcaster, which offers wide-ranging coverage of all the day’s news, sport, weather and entertainment to a highly-targeted Scottish audience across multiple platforms.’

The Tennent’s Lager glasses have a limited release, with 20,000 available in pubs and bars and online at Tennent’s Facebook page.  Glasgow’s party atmosphere, subway and cone-headed monument all feature on its glass, while Hogmanay, salt and sauce and magical streets are revealed for Edinburgh. Further north, highlights include the gleaming granite and Doric dialect of Aberdeen, while Inverness’ midnight curfew, Highland charm and fifteen minute rush hour are given a special mention. Dundee’s design references the city’s famous pies and bridge while Stirling’s legendary history, monuments and modern pubs are celebrated. The technology from JiWire reveals how many venues there are nearby and provides a mashup map and walking and driving directions, as well as a link through to the Facebook page.