Jameson's Interactive Campaign Transforms Lisbon Bars with Digital Innovation

Jameson's 'Must Be A Jameson' Campaign

Throughout October, Jameson, the Irish whiskey brand, is challenging Lisbon residents to celebrate with friends through its new campaign, 'Must Be A Jameson'. Over four weeks, Lisbon will be adorned with a network of over 200 advertising faces and 3 interactive MUPIs located at the Docas, Parque das Nações, and Praça de Londres. At these MUPIs, consumers can interact with a digital map available through JC Decaux solutions to discover where to order Jameson with the Friend Offer, which guarantees a price reduction at participating bars.

All JC Decaux panels will include a QR code with the call-to-action 'see here where to order Jameson with a friend offer,' directing consumers to an exclusive website developed in partnership with Time Out. Time Out was chosen as the strategic partner for its deep knowledge of Lisbon, local relevance, and ability to amplify the campaign to the target audience. On the website, users can view a city map with all participating zones and a list of bars and restaurants with active promotions.

The 'Must Be A Jameson' campaign will be complemented by a strong digital plan, including communication on the brand's and Time Out's social media, influencer marketing actions, and special activations in selected bars. This creates unique moments throughout the campaign, ensuring an integrated and large-scale presence all month.

The campaign gains special impact through collaboration with JCDecaux, which has been digitizing outdoor communication in Lisbon. The new digital screens allow for more dynamic and even interactive communication, as seen in this Jameson campaign. The creativity stems from adapting a global initiative to the Portuguese market, developed by the in-house agency The Mix. The creative copy was a collaborative effort between LLYC, The Mix, and the brand's international team.

Guilherme Porfírio, Brand Manager of Jameson, stated, 'Jameson is a brand that has at its core the pleasure of creating experiences and bringing people together. Friendship and socializing are the heart of everything we do, and 'Must Be A Jameson' reflects exactly that: we invite Lisbon residents to explore the city, rediscover bars, and create shared moments with friends. This campaign is the localization of a global brand initiative, adapted to Lisbon after identifying the challenge of strengthening consumer connection and enlivening social life in the city's bars. It makes perfect sense for Jameson to be the brand for this campaign, as it is through our drink that meetings and fun become more memorable, uniting friends across Lisbon.'

Vitor Martins, Commercial Director of JCDecaux, added, 'For JCDecaux, this Jameson campaign is a clear example of how digitizing outdoor communication allows for more engaging and relevant consumer experiences. By combining the strength of a global brand with the innovation of our digital supports in Lisbon, we create a dynamic that goes far beyond visibility: it generates interaction, proximity, and a direct link to consumption. Jameson is a brand that bets on genuine experiences, making it the ideal partner to demonstrate the potential and impact of our digital network in Lisbon.'

The campaign will be active throughout October, inviting everyone to explore participating bars, share good moments, and reinforce the spirit of friendship at the heart of Jameson.

All updates can be followed on Jameson Portugal's Instagram page.