Use of Technology
Client USL Diageo
Entrant Mindshare
Brief USL Diageo wanted to outshout their competition Pernod in a Television dominated media market without burning a hole in their media budgets. Both advertisers addressed the male audience over legal drinking age in the market. With TV being the default reach driver our task was to achieve higher reach and spontaneous awareness scores for USL Diageo brands a cost effective manner.
Driven by the insight we partnered with Google to create a first to market programmatic product called the Google TV SYNC. This technology enabled us to sync content on the mobile screen along with the Television ads – real time. The synchronized mobile content would appear across the Google content network as soon a competition brand / our own brand ad appears on TV.