1. Brief
‘Make the Most of Summer’ was a UK-wide dynamic digital OOH campaign, that demonstrated how Google could help consumers to enjoy the Summertime.
2. Response
The data-driven campaign showcased Google’s search function with search terms and queries, popular over the Summer.
Produced by Grand Visual, the campaign creative was displayed nationwide on D6 screens and Google’s Old Street site.
D6 creative included a localised “shop near me” template consisting of 5 search terms over 6 cities, promoting 72 shops in total. The template creative evolved based on weather and time triggers.
The Old Street screens used weather, temperature, time of day and day of week triggers to dynamically display search queries with a relevant headline and accompanying call-to-action. The creative triggers were overwritten during cultural events such as The Ashes Cricket Tournament.
3. Results
Created by 72andSunny, with planning and booking from OMD and Talon, the campaign was live from 26th July till 25th August 2019, with an extended run at Old Street. The campaign was managed and delivered with OpenLoop.
