With temperatures tumbling this week, Bord na Móna is radiating warmer moments on digital screens with the launch of its Dynamic Out of Home campaign, running until the end of the year.
Using PML Group’s Liveposter platform, the fuel provider has developed a campaign that is only triggered to play when certain conditions are met in the platform and relevant to the brand. The Dynamic campaign is only activated when the temperature hits 7 degrees or below, resulting in a perfectly timed campaign. The creative element combines four messages promoting the product.
In addition to the temperature element, the campaign evolves to include weather dependent and day part copy, again deepening the relevance of the campaign’s messaging.
Time copy shown exclusively between Monday and Friday 4pm – 7pm captures a commuting audience, enticing them with the tagline ‘Home Time is Free Time’. Additionally, bespoke copy will appear if it’s raining (‘Rain is Falling’) or in the event of high winds (‘The Wind is Blowing’).
PML Group’s OCS travel and consumer survey indicates that 67% of people in Ireland are keen to see weather messaging displayed on DOOH. Therefore, serving the right people in the right environments were crucial to the campaign with forecourt and supermarket retail locations being targeted.
Teams in Carat and PML planned the campaign with DigiXTowers, Applegreen Screens and Tesco Live hosting the Dynamic content. Creative executions were produced by Chemistry.
According to Keith Brennan, account manager, PML: “Being a seasonal product, it makes sense for Bord na Móna to capitalise on weather dependent content as a creative advertising solution to connect with audiences. The Dynamic platform ensures the campaign is only live when the product is most relevant to the target audience and purchase consideration is at its highest.”
Elaine Negi, Brand and Product Marketing Manager in Bord na Móna adds: “We are very excited to collaborate with PML via Carat and leverage the latest in DOOH technology. We know Irish consumers enjoy discussing the weather more than most. They are also significantly influenced by weather conditions when it comes to lighting their fire, be it a miserable rainy day, or a cold windy day, or a crisp dry day. The dynamic triggers set up by PML enable us to serve our consumers with weather relevant and time relevant ads. It’s a very efficient way to maximise our budget while reaching our consumers at the point of purchase.”