eBay brings colourful shopping inspiration to the streets in a UK-wide digital out of home (Digital OOH) drive designed to bring the online retailers vibrant product lines to life. Popular springtime pursuits and product lines are aligned to real-time weather conditions in a campaign that spans transit, retail and roadside environments and runs until the 8th April.

The campaign taps into those activities ritually undertaken at the start of the spring season and encourages passers-by to “shop like nobody else” and to “make springtime spectacular.” Colourful product offerings are then matched to real-time Met Office data, for example, promoting their range of gardening products during sunny days, or suggesting a wardrobe overhaul, or some home improvements during wet and cloudy conditions.

The automated campaign is agile, adapting to Britain’s turbulent springtime weather to contextualise its offering. Dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop to analyse real-time Met Office data and distribute to multiple screen formats and networks across the UK.

The campaign was created by 72andSunny Amsterdam, produced by Grand Visual, with media planning and buying by MediaCom. The digital OOH activity supports a broader campaign created by 72andSunny, which runs across digital, social, radio, VOD and TV and encourages shoppers to break away from “beige”.

Gareth Jones, senior marketing director at eBay, said:

“This campaign shows eBay’s vibrant and colourful wears in a way that is responsive and useful and aligned with consumers mindset and surroundings in that moment. It’s great to be able to promote our marketplace in a way that is agile and tactical throughout the duration of the campaign.”

Dan Dawson, Chief Creative Technology Officer, Grand Visual, said:

“This campaign uses the medium as a real-time marketing platform that is plugged-in and responsive. Promotions are agile, tailored and contextually relevant. That is powerful.”

The award-winning production and creative technology company, Grand Visual, has produced a smart, data-driven digital OOH campaign for Audi UK to enhance the brand’s agility in the digital space and increase awareness of the advanced intelligent technologies available in their latest models. The campaign runs across premium roadside screens on a nationwide scale from 16th October – 29th October.

Created by BBH and produced by Grand Visual, the campaign will bring the latest assistance technologies to life using traffic, time and weather data to trigger content that is contextually relevant at each location. For example, when the traffic is heavy, the creative will alert drivers to the ‘Pre-Sense’ feature; Audi’s in-built technology package for predictive safety. During adverse weather, creative will change to feature ‘quattro-on-demand’; Audi’s renowned all-wheel drive technology which brings safety, sportiness and performance to driving – ideal for rain, snow or hail conditions. The hero concept of “Audi as your sixth sense” will also feature.

The dynamic campaign is managed and distributed through digital OOH ad tech platform OpenLoop, which analyses Transport API’s and weather data and triggers the relevant creative for each roadside location. The media was planned and booked by Omnicom Media Group’s PHD and Talon and spans 211 screens, across 9 key cities.

Benjamin Braun, Head of Marketing, Audi UK, said:

“This is the first data-driven digital OOH campaign we have launched on a national scale. By using data to contextualise copy, we can reach drivers with targeted and tactical advertising messages that are relevant throughout the day, tapping into the driver’s mindset in the moment. That is powerful.”

Dan Dawson, Chief Creative Technology Officer at Grand Visual, added:

“This campaign is a great fit for a brand that continues to be at the forefront of vehicle intelligence technology. Thanks to pioneering brands like Audi, data innovation in OOH is really beginning to take off. Data and technology coming together to complement idea-led communication and become the new creative standard.”

Ria Bradley, Client Director at Talon, said:

“This is a great example of how we can integrate developing technology for a progressive client into contextually relevant media, amplified on over 200 screens in five Out of Home formats throughout the UK.”

Sainsbury's TU Digital OOH

This March, TU at Sainsbury’s took its fashion inspiration to the streets in a nationwide dynamic digital out of home (DOOH) campaign which matches latest styles to real-time weather conditions. In a fashion industry-first, the weather activated campaign promotes a range of best looks from TU’s spring collection, which react and change in accordance with Britain’s erratic springtime weather. The campaign runs as a domination on Clear Channel Adshel Live screens across the UK from 13th March through to 26th March.

The campaign creative evolves and changes based on Met Office data, providing fresh style updates when it’s sunny, dry, wet or windy, and reinforcing that TU has the right outfit, for the right moment.

The DOOH activity was conceived by PHD, and the execution was a collaborative effort between client agencies PHD, Talon, Seven, and AMV, and produced by Grand Visual. Live updates are managed through OpenLoop which analyses Met Office data and automates the geo-targeted playout to each individual screen. The DOOH activity supports a broader campaign spanning Digital, Social, Print, YouTube and Native.

Dan Dawson, Chief Creative Technology Officer, Grand Visual, said:

“This data-driven DOOH campaign is a great example of how the medium has become a real-time marketing platform. It’s about providing fresh and responsive creative that ensures campaigns messages remain targeted and engaging.”

This winter Sky prove that there is no need to change a winning formula with their latest DOOH campaign. For the third year they have launched the successful “Sky Difference” campaign which encourages viewers to enjoy ‘epic nights in this winter’ with Sky.

As with previous years, the Sky Difference DOOH campaign integrates live Met Office data in real-time with location data to create hyper localised, contextual messages. The campaign, delivered via OpenLoop, is running throughout the UK this January, with the creative featuring popular Sky Atlantic shows including Game of Thrones, The Affair and Blue Blood.

Created by Inferno and produced by Grand Visual, the campaign creatively mimics the current weather conditions with gusts of wind or rain and entices customers to enjoy a night in with Sky.

The campaign was planned and booked by Rapport and plays on Rail, Mall and Gym D6’s nationwide from the 4th to 18th of January.