Speight’s and LUMO quiz commuters with digital Out of Home solution

Speight’s, in collaboration with LUMO, Adtrek and EssenceMediacom, is celebrating Kiwis’ thirst for trivia with a first-of-its-kind Digital Out-Of-Home (DOOH) solution, designed to test the knowledge of commuters nationwide.

Making use of LUMO’s 16-second ad play length, a self-served dynamic creative solution using Adtrek’s adCMS product has taken the questions and answers commonly found under the bottle caps of Speight’s beer and displayed them across the digital billboard network.

This is the first instance of DOOH creative being dynamically adjusted within a back-to-back ad play transition. The two-part creative displays a trivia question for the first eight seconds, followed by the answer in the remaining play duration. A list of questions and answers is prepopulated and updated in Adtrek’s adCMS Content Management System, with the HTML creative rotating through the questions and answers, allocating them to the appropriate half of the ad play.

“Speight’s is the one beer, where the second thing you do after opening it, is drink it,” says LUMO’s Rob Law, who was instrumental in realising this concept alongside the teams at Adtrek, EssenceMediacom, and Speight’s. “This collaboration has leveraged partner and network capabilities to bring to life a pastime closely associated with New Zealand’s number one beer.”

The DOOH campaign will present a variety of questions, encompassing everything from sports trivia to more general topics, designed to challenge audiences during their daily commute.

Courtney Barnett, Business Director at EssenceMediacom, commented on the campaign’s strategic use of DOOH. “This campaign is a testament to the creative and dynamic possibilities of DOOH. Specifically, the capabilities possible through LUMO have allowed Speights to harness the medium versatility to create an iconic DOOH execution.”

Throughout the campaign, Speight’s trivia questions will be regularly introduced using Adtrek’s adCMS Content Management System. This client-managed platform streamlines the process of updating questions and answers on the screens, significantly reducing the time and effort required for creative production.

Kris Hansen, Brand Manager at Speight’s says: “We’re extremely excited to have our iconic Speight’s bottle caps on billboards across NZ so we can continue connecting with our consumers in fresh and innovative ways. Keep an eye out for these as they go live this week. Good on ya mate.”

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