A BREWTIFUL THING
Lager, Light Lager and Golden Pilsner
On our way to the Outer Banks(OBX) of North Carolina from DC, for a short week at the beach on the Atlantic, we rolled by memorable Outdoor inventory passing through the Hampton Roads area on Interstate 64.
60 minutes later, arriving at the OBX area, we pull in to one of the local beer shops, called ‘Brew Thru’ for a case made by America’s Oldest Brewery. At Brew Thru, you never leave the car, the attendant comes to the window, places a cold 12 pack where ever we direct, in this case, between my wife and I teetering on the arm rest, for the remaining brief journey to Corolla. The beer we bought was the new Yuengling Golden Pilsner. Must have been the billboards! That is the last media we will have contact with for the next 6 days. Vacation begins!
Below is the story on the DG Yuengling Out of Home buy shared by the Ad Agency, A3 media. Thank you A3.
A BREWTIFUL THING
While most agencies and brands concede to heavily invested digital advertising trends, others recognize the magic in mistakenly overlooked blended media using OOH. For partners A3 media and DG Yuengling Brewery, OOH advertising has been a strategic part of their advertising strategy since the two joined forces in 1997.
As America’s Oldest Brewery, Yuengling has faced stiff opposition over the years. To compete, A3 media recommended innovative media mixes including OOH advertising as part of their arsenal.
After a small sampling of results from a three-month, six markets 2017 trial campaign for DGY’s Light Lager which generated a sales lift of 14.7% to 50.2% during the campaign, Yuengling was convinced to make a greater investment in OOH during 2018.
“OOH can be distinctive and disruptive in ways that other mediums are not. It can be a game changer for brands looking to break through the clutter and raise their awareness,” said A3 media President & CEO Frank Gussoni. “The results speak for themselves.”
The current campaign consists of rotating ads for Yuengling Lager, Light Lager and, recently released product, Golden Pilsner. The ads are running in 22 states and Washington, DC. The 2018 OOH flight includes 3,864 boards with a total of 9,794 board months in 136 markets.
Early reports provided by Division Managers indicate that the OOH ads are extremely visible, have high notoriety which is translating to sales lift for Yuengling overall. The campaign runs through November 2018.
Thanks to A3 media for providing this story.
Director, Out of Home & Transit Media
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