Google extended its “Make the Most of Summer” campaign with a responsive, data-driven, nationwide, digital OOH push that demonstrates the little ways in which Google is there to help you enjoy the summer.
The campaign showcases Google’s Search functionality with popular city-wide summer search terms, such as ‘Best ice cream in Glasgow,’ or ‘Parks near me,’ for example.
Full motion sites across London, Manchester, and Birmingham, also list the results for search terms, including star ratings, opening times, and map directions with creative also reacting to time of day and local weather conditions, to provide the most relevant creative in the moment.
At Old Street EC1, Google’s long-term digital holding in London, creative features additional location-specific, weather, time, day, and temperature triggers, and also taps into cultural events such as The Ashes, to contextualise creative during the campaign.
Created by 72andSunny Amsterdam, and produced by Grand Visual, the campaign was planned and booked by OMD and Talon and runs across transit, retail and city-centre locations until the 25th of August, with an extended run at Old Street roundabout.
Dynamic creative is delivered via OpenLoop, the Dynamic Creative Optimisation ad server from ad tech specialist QDOT.
Graham Bednash, Director of Consumer Marketing at Google UK, said: “There’s something unique about the British interest in the weather and the way we react to summer. We love the way this campaign really captures that and shows how Google Search and Maps can help people make the most of it.”
“Dynamic campaigns of this scale are archetypical of where the OOH market is headed following years of digitisation and investment. It’s awesome to see Google marketing continuing to lead and believe in the DOOH space with an epic campaign that is tactical, reactive and responsive.” Dan Dawson, Chief Creative Officer.