Temperature Triggers Lazy Yak’s Digital Billboard Creative

Temperature Triggers Lazy Yak’s Digital Billboard Creative

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.

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

Download your free copy here

0 Comments

Leave a reply

Your email address will not be published. Required fields are marked *

*