Tennent's Lager launches location-based advertising campaign

Tennent's Lager launches location-based advertising campaign
STV news app uses JiWire to direct mobile users to their nearest pint

London 21st December, 2011 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, Whitespace using copy which highlights the drinkers' local knowledge with the strap line, based on the above-the-line campaign from Newhaven Communications '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.'

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 location-based advertising campaign for the STV News app available on 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.

The online initiative is part of a wider marketing campaign, kick-started by well-known city dwellers including Glasvegas, Mark Miller, Idlewild, Gary Caldwell, The View, Inverness Caledonian Thistle Manager Terry Butcher and professional skateboarder John Rattray, all giving their thoughts on what makes their respective home city so special to them. Mobile phone users can watch the current TV advert, 'Hugh's Pride', on their phones featuring Tennent's Lager founder Hugh Tennent and his trusty sidekick Barnes travelling through his Victorian-era Glasgow by horse and carriage. It depicts Hugh talking about the pride he has for his home city of Glasgow. Hugh poignantly muses on the industry, the entrepreneurs, and the creativity, and says 'I feel proud to be part of it' as he looks out onto the city streets seeing chimney sweepers and shipyard workers hard at work - without realising someone has made off with his carriage wheels!

Created by Newhaven, 'Hugh's Pride' is the third advert from Tennent's Lager featuring Hugh Tennent this year. Viewers have already seen Hugh and Barnes conceive the idea of holding a Victorian T in the Park, which was followed with a campaign in July showing the with the pair attempting to find their tent on the festival campsite. STV is a digital media business broadcasting to over four million viewers each week in Scotland, as well as connecting with its audience via stv.tv, which attracts some 2m hits per day, Its free mobile STV News app ensures that the most comprehensive local news service in the UK is available anytime, anywhere.

JiWire has monetised Wi-Fi audiences since 2003, serving 45 million unique users per month across over 250,000 mobile applications and public Wi-Fi venue locations in the UK and US. JiWire launched into Europe in 2010 working with leading wireless network providers to increase the available inventory that JiWire can offer its advertisers, which range from automotive and B2B companies to consumer electronics, finance, entertainment, and travel brands. Last month, JiWire announced that it has raised $20 million in Series C funding to extend its location-based advertising aggressively. Areas highlighted for growth include new advertising technology and products, pursuing additional M&A opportunities, such as the acquisition of NearbyNow in 2011, and further international expansion.

About Tennents:

  • Tennent's Lager is Scotland's leading alcohol brand
  • Tennent's Lager has been brewed since 1885 at the historic Wellpark Brewery in the east end of Glasgow, which was built by H&R Tennent in 1740 and today is the oldest running commercial concern in Glasgow
  • Tennent's Lager is known as an industry pioneer, recognised as being the first commercial lager to be produced to scale in Scotland (and one of the first in the UK), and was at the forefront of introducing canned and draught lager to the UK
  • The brand is renowned for its iconic 'Red T' logo and for its innovative marketing campaigns, including some of Scotland's most memorable and entertaining advertising
  • >Hugh Tennent was first immortalised in Tennent's advertising campaign in 2010.
  • Hugh's Pride is the third advert from Tennent's Lager featuring Hugh Tennent this year. Viewers have already seen Hugh and Barnes conceive the idea of holding a Victorian T in the Park, which was followed with a campaign in July showing the with the pair attempting to find their tent on the festival campsite.
  • The current advert, which inspired the glassware campaign, sees Tennent's Lager founder Hugh Tennent and his trusty sidekick Barnes travelling through his Victorian-era Glasgow by horse and carriage. It depicts Hugh talking about the pride he has for his home city of Glasgow. Hugh poignantly muses on the industry, the entrepreneurs, and the creativity, and says 'I feel proud to be part of it' as he looks out onto the city streets seeing chimney sweepers and shipyard workers hard at work - without realising someone has made off with his carriage wheels!


For further media information about Tennent's Lager, the campaign and high quality images of the glassware please contact:
Burt Greener Communications, 0131 220 0003



 

About Whitespace
Whitespace, founded in 1997 are an independent, Scottish, digital design agency based in Edinburgh's West End. Whitespace's 35 staff combine strategic, creative and technical thinking with a sense of fun to: create and manage brands, build effective integrated campaigns, design, build, write and manage websites, market online and deliver traffic to websites and measure results and effectiveness. Clients include Tennent's Lager, The Scottish Government, Sainsbury's Finance, Highland Spring, Robert Wiseman Dairies and Edinburgh Festival Fringe.

For more information, please visit www.whitespacers.com or contact,
Iain Valentine, Creative Director
Whitespace
t: 0131 625 5500
e: iain@whitespacers.com

About STV
STV is Scotland's digital media company and pre-eminent media brand. Reaching over 4 million viewers each month, STV brings viewers first class programming, including soaps Emmerdale and Coronation Street, entertainment hits X Factor and Britain's Got Talent, strong home-grown productions and up-to-the-minute national, regional and local news.

STV Productions is famous for bringing viewers some of the best and top-rating programmes hitting TV screens in the UK and across the world with commissions for ITV1, Sky Real Lives, BBC2 and Channel 4.

STV's digital channels attract over 2 million unique users per month and incorporates website stv.tv, home to news, sport and entertainment; STV Player, where you can catch up with your favourite STV programmes; and STV Local, a network of hyper-local websites which is being rolled out across Scotland. Last year, STV announced a distribution deal with YouTube, making STV content available to a global audience.

For more information on STV, please visit www.stv.tv and www.stvplc.tv or contact Kirstin Stevenson / Kirstin.stevenson@stv.tv / 0141 300 3670

About JiWire
JiWire is the leader in connecting advertisers to today's On-The-Go Mobile Audience, using the world's largest location-based interactive media channel. JiWire's platform enables advertisers to identify and deliver ads to audience segments based on a person's physical location while taking the venue type and brand into account. JiWire also allows wireless broadband network hosts and device manufacturers to leverage advertising as a currency for wireless Internet access. With a goal of engaging users however they connect to the Internet while on the go, JiWire provides a cross-channel solution that extends location-based targeting to multiple devices, from laptops to smartphones across content channels from Wi-Fi to the Internet to mobile. In 2010, JiWire announced its international expansion into the UK, partnering with British Telecom to extend its media channel to more than 4,000 locations.

For more information, please visit www.JiWire.com or contact,
Joanna Burton
Marketing Communications, EMEA
JiWire
t:020 7193 4263
e: JBurton@JiWire-inc.com