San Miguel Temperature Activated Digital OOH
To capitalise on the British Summer weather, San Miguel have launched a temperature-activated digital OOH campaign.

San Miguel Temperature Activated Digital OOH

The UK-wide campaign tempted consumers in the hot weather with a refreshing San Miguel and directed them to the nearest retailer. The campaign was displayed on sites in close proximity to grocery stores, pubs and other San Miguel retailers nearby.

Created by Pablo London, the dynamic campaign was only activated when temperatures rose above 18 degrees Celsius. OpenLoop, the DCO ad server from ad tech specialist QDOT, used the weather API feed to update creative in real-time.

Produced by Grand Visual, with planning and buying by Initiative, the summery campaign was live from 20th June through to 27th July 2019. 

Weather Reactive Digital OOH - McDonald's McCafe Iced campaign
To promote the cold drinks available on its McCafé Iced menu, McDonald’s has launched a weather reactive digital OOH campaign.

Weather Reactive Digital OOH - McDonald's McCafe Iced

The UK-wide campaign showcased the brands’ latest cold drinks, just in time for Summer. Created by Leo Burnett, the bright campaign creative featured two cold drink products, “Strawberry Lemonade” and “Millionaire’s Frappe.”

When temperatures rose above 22 degrees Celsius, campaign creative was played out on screen. If temperatures rose above 25 degrees Celsius, campaign creative updated to also include the live temperature and city name. During the evening as the temperature dropped, the live temperature and city name was removed from the creative.

The campaign was produced by Grand Visual, with planning and buying by OMD and Talon. OpenLoop, the DCO ad server from ad tech specialist QDOT, took the weather API feed to update creative in real-time. Live from 27th May, the campaign will run through to 28th July 2019.

Sky Q Summons Augmented Reality digital OOH
Sun, Sea & Digital OOH!

With Summer on the horizon, we are sharing our top considerations for digital OOH this warm season. It’s a great time of year to use digital OOH to reach your target audience, as nearly half of the population become more active as the weather gets warmer! So why not consider planning your next digital OOH campaign just as you would plan a vacation?

Audience

Who’s your ideal travel companion? Family, friends or a solo adventure? Just as you consider who you travel with, it’s just as important to consider who is the ideal audience for your campaign.

Here’s an augmented reality experience we created for Sky Q, designed to target commuters with fun and games during the school holidays.

Moment

What’s your perfect Summer vacation? A relaxing seaside break or adrenalin filled adventure? Considering the moment you want to create with your digital OOH is key. What do you want your campaign to make consumers feel, think or do?

For the cinematic release for Inside Out, we created a user-generated experience in Times Square. As the movie was centred around emotions, the campaign was designed to capture a participant’s emotions before sharing them to the digital screen.

Lasting Impression

What’s your most memorable vacation? With digital OOH campaigns, it’s just as important to consider the lasting impression you want to leave. Focus on creating a moment for your audience that will truly leave a lasting impression.

Here’s an augmented reality experience we created for Disney. The social video has been viewed over 300 million times and shared over 5.9 million times around the world. It also earned the title of the 2nd most shared ad of 2015.

Want to discuss your upcoming digital OOH plans? Get in touch!

McDonald's Programmatic DOOH
Summer is a great time of year to target people with digital OOH advertising, with nearly half of the population becoming more active during spring/summer when the weather gets warmer*.

The good weather has a positive effect on people’s mood and will make people more likely to get involved with interactive campaigns. Take this fun, engaging campaign for Hasbro Monopoly for example.


Summer is also a great time to integrate the warmer weather with a dynamic digital OOH campaign and provide relevant & contextual messages. This campaign for refreshing, cool beverages from McDonald’s, only went live when the temperature rose to a “balmy” 17 degrees.

Of course, it doesn’t need to be dynamic to catch people’s attention. This summer campaign from Tropicana brought sunshine to the stations of London with eye-catching, linear creative.
It’s easy to see why advertisers are using digital OOH in the summer, with more people out and about, it’s the perfect time to be seen.

Sources:
*Talon Generator
OMA Summer
Media Village, Reaching the On-the-Go Consumer in Summer