Dimetapp’s DOOH Advertising Campaign Uses Temperature To Trigger Screen Content and Connect With Consumers
AUSTRALIA — Another example of creative advertising from down under that uses sensors to trigger relevant content based on the outdoor temperature. Last December we highlighted a DOOH advertising campaign on oOh! Media’s digital network on behalf of Unilever that promoted the Magnum Ice Cream and Lipton Iced Tea brands when the outdoor temperature exceeded the monthly average to reach consumers and drive sales.
Now that winter has arrived in Australia, a new campaign for Dimetapp, an over-the-counter cold and flu medicine, is being triggered across oOh! Media’s DOOH advertising network when the temperature drops below the local winter average. The campaign is building awareness in targeted areas when it’s biting cold outside and has increased the relevance of Dimetapp’s advertising message.
oOh! Media’s network is running Pfizer’s Dimetapp national cold and flu advertising campaign using more than 600 retail and café network screens across Australia. Using technology, such as sensors, to trigger advertising content is helping brands to delivering messages that resonate with consumers by providing greater relevance that connect to the moment that consumers are currently in.
“Dimetapp wanted to maximize sales and being able to target ad placement and schedule advertising based on the temperature will give Pfizer the best possible conversion,” said Brendon Cook, CEO, oOh! Media. “This is the first time in Australia we’ve run a national campaign during the winter that controls content based on how cold it is in a range of geographically targeted areas. The flexibility of our network enables us to schedule advertising based on the temperature, making it possible for advertisers to change their message at each location as the temperature changes.”
Pfizer’s Dimetapp campaign will run on two hundred of oOh! Media’s Retail digital panels and 380 Café digital screens during Australia’s winter season. oOh! Media is a leading provider of digital media and has built a digital signage network of more than 2,000 screens in environments that include airports, shopping malls, bars, cafes, sport centers and university campuses throughout Australia and New Zealand.
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