Millennial men love beer. And many of them love Sleeman. However, for the most part, they struggle to find the beer in their local liquor store because it’s either not stocked or sold out. So the brand decided to give them a helping hand with the “Sleeman Beer Compass,” an ad that intercepts the audience during key beer buying times and directs them to a beer-stocked store. The ad appears on a mobile phone, with a Sleeman bottle mimicking the needle of a compass and directing users to the nearest retailer within two kilometres. As the person gets closer, the bottle fills up with beer. The brand used mobile geographic data to target men who had visited a beer or liquor store in the past month. And the ad was only served on Wednesday, Thursday and Friday afternoons when demand for beer is at its peak. On average, users engaged with the ad for 30 seconds, and 9.7% of those users were likely to visit the store.