1. Brief
TUI wanted to showcase the range of activities and entertainment available onboard Thomson Cruises, using tailored messaging to match real-time conditions at each digital OOH site.
2. Response
The dynamic campaign displayed creative dependant on the UK weather conditions.
For example on a sunny day, the creative could suggest “a round of golf on-board”. For cloudy weather, it was a child rock climbing and at night time a fireworks creative was shown.
The creative also included a geo-targeted call to action to fly from the nearest airport.
OpenLoop integrated with the Met Office API feed to automate creative playout across four different media owners.
3. Results
The digital OOH campaign was deployed across multiple formats throughout the UK and ran from the 24th April to 8th May 2017.
