Time to Grab a Beer
The Garage Project is an independent Aro Valley-based brewery founded by Jos Ruffell and brothers Ian and Pete Gillespie. Together, the trio transformed an abandoned car garage into a high-end craft brewery, producing an artisanal range of beers.
Challenge
The Garage Project is an independent Aro Valley-based brewery founded by Jos Ruffell and brothers Ian and Pete Gillespie. Together, the trio transformed an abandoned car garage into a high-end craft brewery, producing an artisanal range of beers.
The team wanted to promote their flagship beer, BEER, and were struggling to connect with the 18-34 demographic of males in a saturated market. Garape Project wanted to create a simple but effective advertisement to celebrate the simplicity of enjoying a beer on a hot summer’s day.
Solution
To identify the perfect time for a beer, LUMO collaborated with advertising agency Hello to deliver a billboard campaign that leveraged real time data to communicate with audiences based on the time of day and the temperature.
LUMO utilised Hello’s open-weather API technology to automatically display messaging at 5pm or when the temperature hit a sweltering 25 degrees. This allowed The Garage Project to engage with audiences at relevant times of the day when it was best to enjoy a cold beer - right after work when the sun was still shining.
Results
LUMO’s and Hello’s use of real-time data allowed them to communicate brand messaging at relevant times throughout to promote enjoying a beer at 5pm or when it’s hot outside.
Jos Ruffell, Founder of The Garage Project, says: “This campaign celebrates those times with a beautifully simple dynamic display. Sometimes simple is exactly what you want - why bother dressing it up? It is what it is. Beer.”
