Wind, Rain and Sunshine Drives Dynamic Digital Billboard Campaign Across Australia
AUSTRALIA — Lazy Yak, a popular Australian pale ale, has launched a dynamic digital billboard campaign in partnership with QMS, one of Australia’s leading outdoor media companies, which displays different campaign creative triggered by changes in the weather.
The digital out-of-home campaign employ real-time weather feeds, sourced from the Bureau of Meteorology, to dynamically change the creative message based on the weather at each billboard location. The digital technology was developed in partnership with DOOH media specialists doohfa and QMS’ Digilab. Lazy Yak’s ad campaign features the brand’s favorite Yak doing different things while in a swimming pool. The campaign’s creative is updated at specific digital billboard location based on set weather parameters such as a bright sunny day, wind or rain. For instance, when it’s windy the creative depicts the adorable Yak being windswept across the pool.
“This is an exciting campaign for QMS as we use local weather to control the creative that is displayed. With the power of digital technology, we are readily able to tailor the client’s campaign using real time triggers to deliver a highly relevant and engaging campaign,” said Steve Bovey, QMS, General Manager-Operations.
The campaign was developed by Lazy Yak’s creative agency Clemenger BBDO Melbourne and delivered by media agency MediaCom Melbourne in association with QMS. According to QMS, Lazy Yak’s temperature driven campaign marks the evolution of the Yak in the outdoor media. QMS had previously worked with the brand to deliver an other brand campaigns across the company’s digital network earlier this year.
“We have had a great response from our consumers with the Lazy Yak outdoor campaign, people really seem to love the Yak and he’s cheeky nature,” said Tim Ovadia, Head of Brand Craft at Carlton & United Breweries. “Having run the Lazy Yak outdoor campaign for some time now, we were looking for different ways to inject some new energy into the creative. The weather and time trigger technology from QMS’ Digilab allows us to have a bit of fun with the Yak and put him in some interesting scenarios.”
The campaign will run through July 10th and will feature fully animated creative on selected digital billboard sites, that include Glenhuntly in VIC and Cavill Avenue in Surfers Paradise.
A similar temperature-driven concept was developed last year for Dimetapp, the over-the-counter cold and flu medicine. Dimetapp’s campaign built awareness using targeted DOOH screens across oOh! Media’s retail and cafe networks. When the outdoor temperature dropped below a set point the campaign’s creative was displayed increasing the relevance of advertising message during peak cold and flu season.
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