Britain’s best-selling tea brand, Yorkshire Tea, who recentlty brought their renowned ‘properness’ to Australia with a series of dynamic activations, including an engaging pop-up event at Curly Lewis Brewery in Bondi and integrated OOH, social and sampling campaigns starting has used DOOH to react promptly to the Australian Swim Team’s recent success at the Paris Olympics.
The UK’s best-selling tea brand has jumped on the opportunity to highlight its distinct brand personality through a bespoke dynamic Out of Home campaign. When the Australian swim team secured 18 medals (seven Gold, eight Silver, three Bronze) across the swimming events, compared to the Great Britain team who secured only five (one Gold, four Silver), Yorkshire Tea was quick to acknowledging that yes, Aussies are good at swimming!
Zeno Group and Nunn Media Sydney quickly launched an integrated campaign, connecting Yorkshire Tea to Australian cultural moments through PR, experiential, social, DOOH and office sampling. Nunn Media and oOh!media’s innovation and creative hub POLY developed the bespoke dynamic Out of Home copy scheduler to deliver the ultimate contextual relevance at scale. The dynamic messaging includes multiple triggers from day of week, weather and environment, through to cultural and sporting moments.
Ranked as Best Tea Bags by Canstar Blue, Yorkshire Tea’s sales are growing globally 25.3% ahead of the market – and 13.2% ahead of market in Australia – prior to launching this new campaign.
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