Bord Na Móna, together with Kinetic and Exterion Media have collaborated to launch a weather-triggered digital OOH campaign. The innovative campaign utilises a real-time, live temperature feed and pushes out the digital OOH content in a relevant and hyper-contextual manner.
With temperatures set to drop further over the coming weeks, the Bord Na Móna campaign displays in real-time when the temperature drops below seven degrees, encouraging consumers to enjoy #warmermoments. The thermal-activated campaign is displayed on digital rail and mall dPods from Exterion Media and Digitower and DigiXTower from Adtower. These formats are located strategically at retail outlets, rail stations and forecourts across the country.
Targeting consumers on the go, the campaign also features a geo-fencing element. The NEAR platform leverages behavioural and app data with real time location data to push mobile adverts. Audience hot spots as well as commuter hubs and key retail outlets have been geo-fenced to extend the reach of the campaign.
According to Michelle Bulger, account manager, Kinetic: “The use of dynamic content allows us to plan an effective and engaging Out of Home campaign that targets Bord Na Móna’s consumers in the right environment, and of course at the right temperature! By including geo-fencing as part on the campaign it enables us to further connect with audiences on the move and deliver relevant content.”
Speaking about the Warmer Moments campaign, Karen Smyth, Marketing Manager, Bord na Móna said “As the days get colder, the time comes to enjoy Warmer Moments with Bord na Móna. The use of thermal activated digital outdoor is perfect as it enables us to deliver content that is relevant and engaging. The addition of geo-fencing means we can also target specific audiences, such as commuters heading home on dark winters nights and looking forward to the warm welcome of a cosy fire at home,” says Karen Smyth, marketing manager, Bord na Móna.