The OOH company Kinetic, together with Belfast-based media agency, Ardmore, have teamed up with Dale Farm, Northern Ireland’s leading dairy company to launch a temperature-triggered campaign to promote its new range of ice cream. The Digital Out of Home element features location-specific and temperature-triggered content and is running nationwide across June and July. This is the first digital oriented campaign to be created utilising D:FOUR; Kinetic’s new in-house, digital division.
Caroline Martin, Head of Marketing at Dale Farm said “Dale Farm are continually seeking innovative formats to engage with our consumers. Dynamic Digital OOH, triggered by the external environment, delivers this effectively in real time. With our current Ice Cream campaign reaching across IOI, this was the perfect time to deliver our message through this new platform. Ice Cream is more than an impulse summer treat, but the recent good weather certainly helps drive frequency of purchase and our campaign creative helps keep the Dale Farm brand front of mind with consumers.”
The dynamic and engaging campaign is powered by Kinetic’s D:FOUR RUSH delivery platform to allow creative to be deployed, featuring location-specific and weather-triggered content. This eye-catching and colourful campaign encourages consumers to take their taste buds back to fond moments and to enjoy one of the delicious flavours of Dale Farm’s Ice Creams. When the real-time temperature sensors are triggered, creative is adapted accordingly to show the temperature when between 18-30 degrees. Based on the screens’ location, the temperature is sourced from the nearest weather station, ensuring relevant content.
Speaking about the campaign, Mark Thompson, Media Director at Ardmore said: “This is a very exciting development in the Irish advertising market, allowing brands to speak to customers with greater relevance and impact in a reactive manner. The Dale Farm Ice Cream campaign is a perfect example of this with the dynamic messaging bringing the intuitive principles of digital advertising into mass broadcast media.”
Eoin Carroll, Account Executive at Kinetic said: ‘’This is a first to market, Digital Out Of Home campaign using our new D:FOUR system. It’s been a fantastic opportunity working with Dale Farm and Ardmore to bring a contextual and dynamic element to the high-profile Out of Home campaign. Reaching consumers with a dynamic message makes the campaign more memorable and, with the recent spell of good weather, has ensured we’ve displayed the Dale Farm Ice Cream message at relevant times. This campaign is a clear example of the in-house capabilities that Kinetic can offer brands. We look forward to working on more campaigns using D:FOUR to reach the right audience in the right place with tailor-made content.’’
Targeting consumers on the go, the weather-activated Dale Farm campaign runs across a combination of premium screens in key locations across Ireland including Dublin, Cork, Galway and nationally. The contextual campaign is displayed on Exterion’s Mall dPods, JCDecaux’s iVisions and Adtower’s Digitower & DigiXtower, located strategically at retail outlets.