5 reasons why Adshel Live
is the go-to for alcohol brands
Despite a turbulent few years for the alcohol category, Clear Channel's Adshel Live network has remained a mainstay on media plans, and continues to help brands connect their message in the right moments to influence evolving purchase decisions.
With over 3,000 screens (and growing) and the ability to reach 50% of UK adults weekly, brands are using Adshel Live to plan effective Out of Home campaigns that engage both on and off-trade audiences, in the real world. From essential brand building that drives engagement with existing and potential buyers, to reinforcing sustainability credentials, and driving activation for both on and off-trade points of purchase, here are 5 good reasons why Adshel Live has become the go-to for Alcohol brands.
Our strategically located Adshel Live screens, positioned in and around the most vibrant social hotspots from Soho to Sauchiehall Street, provide the perfect opportunity for brands to support on-trade messaging. Our national network’s scale and flexibility allows brands to effectively plan campaigns targeting bars and restaurants to inspire and influence drinking choices.
1. Supporting on-trade
2. Supporting off-trade
With over 3,000 screens across the UK and the ability to reach over 50% of adults weekly, Adshel Live allows brands to reach audiences at scale and build brand awareness. Alcohol brands are using the platform to activate branding campaigns, support new product launches and drive key brand metrics.
3. Building Brands
Sources: Binet and Field, Marketing Effectiveness in a Digital Era, 2017; Binet and Field, The Long and the Short of It, 2013
more likely to make large shifts in brand effects
27%
OOH campaigns are
Alcohol brands can own drinking occasions by using Adshel Live to deliver the right message at the right time. Research from the Moments of Truth study shows that contextually relevant messaging increases an OOH campaign’s effectiveness by +17%.
4. Flexibility
Source: The Moments of Truth 2020
increase in sales effects when OOH ads are delivered in the right moment
+16%
Sustainability and brand purpose are now becoming key drivers of brand choice, with 63% of consumers more likely to choose brands that are socially responsible. Clear Channel’s commitment to be both a platform for brands and a platform for good creates the ideal backdrop for brands to responsibly deliver their purpose-led messages. By spending media budget on OOH, advertisers are helping to invest back into local communities (with 50% of OOH revenue being reinvested) and fund more sustainable public infrastructure. Over recent years, we’ve seen an increase in Alcohol brands using Adshel Live to boost their sustainable messaging, reinforce their green and corporate social responsibility messaging as well as charitable credentials.
5. A Platform for Good
Need more info?
To find out how to get the most out
of Adshel Live, get in touch with
our category expert Colin Horan.
Colin Horan
Strategic Partner, FMCG
Send an email
Adshel Live sites are well placed to reach audiences on a national or local scale. Brands can use the platform to activate off-trade marketing messages in walking distance to major supermarkets and convenience stores, influencing brand choice or directing consumers to aisle to increase their basket.
SUPERMARKETS
Convenience stores
Gordon’s supported the launch of their premium 0% pink gin with proximity placements within a 500m radius to major supermarkets such as Tesco, Sainsbury’s, Morrisons and Waitrose.
Product launches
Brand awareness
Carlsberg used Adshel Live to raise
awareness of their Snap Packs which
sees the removal of plastic rings
from their packaging.
CARLSBERG
When pubs were able to welcome audiences back into their premises, Stella Artois used Adshel Live to amplify their new initiative #StellaTips to support hospitality staff. For every pint purchased, Stella Artois pledged to donate a £1 tip to bar staff.
STELLA artois
Budweiser used OOH as an opportunity
to inform audiences that their beverages are brewed in a carbon-friendly manner. A perfect message to be advertised on Adshel Live which is powered by 100% renewable energy.
BUDWEISEr
Corona tapped into the growing alcoholic sparkling water market with Corona Tropical, activating a targeted Adshel Live campaign within a 500m proximity to bars and walking distance to convenience stores.
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Johnnie walker
Greene King
Greene King activated during the Rugby League World Cup, Green King made strong use of the dynamic capabilities of Adshel Live to drive footfall into bars and restaurants where Greene King IPA could be purchased.
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bars & restaurants
Walking distance to
17,000+
weekly consumer spend
Influencing
£130m
Sources: Route 39; CACI
supermarkets
Walking distance to
1,200
weekly spend
Influencing in excess of
£1.5bn
convenience stores
Walking distance to
1,150+
uplift in sales activation effects vs. Non users
OOH campaigns see
47%
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Sources: Route 39; CACI
Gordon’s ad make explicit references
to the time of day, activating after 5pm designed to capture people at the
right time and in the right mood.
GORDON’S
Corona made the most of Adshel Live’s capabilities to promote their iconic lime & larger combo near pubs. When 5pm hit, copy would change to ‘limes drop at 5pm’ and was scheduled to run during key moments from commuting hours through to the weekend.
Corona
Budweiser built the hype pre and during the World Cup tournament with a brilliant dynamic digital activation. The campaign featured multiple creative executions which played out in real time, closely located to bars, supermarkets and convenience stores.
BUDweiser
FUNKIN COCKTAILS
Using dynamic, Funkin’ Cocktails showcased their vast range of drinks, using location and weather call outs to display contextually relevant ads.
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renewable energy
Adshel Live is powered by
100%
agree “I am more likely to choose brands that I know are socially responsible”
63%
Source: Toluna, 2021, T2B Base: 1000, Nat Rep: Mintel
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View our latest guide for other ways
Adshel Live can bring your brand to life
Supermarkets
Convenience stores
Johnnie Walker wanted to invite drinkers into the whisky category, and position their brand as more than just a drink that’s enjoyed neat. The brand used dynamic Digital Out of Home (DOOH) in partnership with DUSK, a rewards-based app to give away 27,000 free Johnnie and Lemonades.
5 reasons why
Adshel Live is the go-to for alcohol brands
clearchannel.co.uk
