Dynamic Content Optimization Gambrinus 11

Encourage frequent Gambrinus 10 drinkers to switch to Gambrinus 11 during weekends. ​Non-ordinary day deserves a non-ordinary beer.

Recently people went from being exposed to holistic touchpoints (combination of mass media + digital + OOH + print) to being in touch with mostly two – TV and digital.​

Therefore the right digital touchpoint mix had to be found in order to deliver the message to our defined target audience – „reward your inner selves“.

Our target group analysis showed that the busiest days in pubs are Thu, Fri and Sat. So we challenged the brief by adding Thursday.​

More importantly, we came up with the idea of using custom dynamic banners reflecting the user‘s location and other attributes.​

This also meant we had to choose digital channels delivering high reach in such a short period of time. ​

So we went for combination of Youtube and Programmatic display.

We used every advantage programmatic buy offers to deliver personalized ads combining more than 1 800 pub locations with multiple messages.​

The message was different each day of the week we ran the campaign, which represented a huge challenge, since we were the first brand to do that.​

However, there were technological challenges.