The latest and one of the most innovative outdoor campaigns of recent months is the Grolsch Green Light district. The idea behind the campaign is to give drinkers around Europe access to Dutch style bars within their own cities. The campaign has consisted of a mixture of outdoor and point of sale. In the UK this has ranged from tube posters and bus shelters to create awareness, to bars that have been ambiently lit in green.
Once in the Green Light District consumers can get directions to participating bars using their mobile phones, interact with bus shelter ads and even find out if friends are in the area so that they can meet up.
It’s a really nice promotion and great use of different outdoor media. My only grumble is that the bars tend to be the usual chain bars and completely lacking in any authenticity.
Grolsch have put together a nice video of last year’s campaign:
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