The new digital technology allows “temperature-parting” to provide advertisers with the opportunity to dynamically change their message based on the local temperature at each location.
The first advertiser to implement “temperature-parting”, Unilever, is promoting its Magnum and Lipton Iced Tea products to hot and thirsty people when the daily maximum forecast temperature exceeds the monthly maximum average in the local area.
oOh!’s head of production John Purcell said “This is the first time in Australia we’ve run a national campaign that uses the temperature to control what content plays.
“The technology we have invested in allows us to easily tailor a client’s campaign to respond to external triggers such as the weather, sports scores or social media.
“The best part is that each location automatically reacts to local conditions providing advertisers with an easy way to ensure highly targeted and relevant campaigns,” Mr Purcell said.
Mindshare Strategist Catherine Rushton said that the hyper relevance this technology provides, both in reaching people when they are hot and thirsty and close to point of purchase, improves our ability to influence the impulse behaviour that drives this category.
Unilever’s campaign will use four hundred of oOh!’s retail digital panels to display the Streets Ice-Cream creative encompassing multiple brands including Magnum as well as the Lipton Ice Tea creative.
As part of the wider national campaign both creative will appear in cafes, universities and on big billboards until 23 March 2014.