This month, HMRC has launched a dynamic Digital Out of Home campaign aimed at encouraging people to submit their Tax Self Assessment Form on time in order to “find inner peace”. The weather activated copy features several characters performing yoga poses and looking ‘zen’ with a weather specific call to action such as “Feel brighter on a grey day, fill in your tax return before 31st January”.
The dynamic, location based campaign was created by WCRS and produced by Grand Visual. The campaign created engagement by featuring daily updates based on the weather and time of day. Dynamic messaging is managed through OpenLoop which pulls national information from the Met-Office and then delivers the weather relevant copylines mapped to the exact location of every screen.
The campaign was planned and booked by M4C and Kinetic and runs on Clear Channel Roadside D6 screens and MediaCo’s CityLive network in Manchester.