Everyone knows that when the temperature gauge hits a certain level, a cool cleansing ale is certainly a good reward. And thanks to their new Summer Ale campaign out of Speight’s and ZenithOptimedia, Aucklanders are now able to know exactly when that moment is through a clever live temperature solution and the APNO Digital Billboard network.
In the innovative campaign, the five Auckland digital billboards run dynamic creative determined by a live link to the Auckland temperature through www.wunderground.com and Ngage. When the temperature breaks a set temperature the creative adapts accordingly. There are five creative executions that can roll out dependent on how the mercury’s rising.
Mainstream senior brand manager Anna Gestro was delighted with the flexibility and ingenuity of the solution.
“It was great to have the opportunity to be a little more dynamic than usual with this campaign,” she said. “Let’s face it, the New Zealand summer requires us to think on our feet and these billboards let us do that.
“I think any marketer appreciates the opportunity to access a first. This was a unique campaign that required a unique execution and we feel the ability to adapt to the weather gave it far more relevance to our consumers.”
Media Agency ZenithOptimedia’s group business director Alex Lawson see thisas the future of the industry.
“Using a traditional media in a programmatic way such as this signals the continuing march that we are seeing towards digital and programmatic becoming the rule instead of the exception,” he says.
“Give it another few years you’ll see this and much more complex solutions rolled out in OOH, TV, radio or any media able to deliver dynamic or personalised advertising”
APN Outdoor NZ general manager Phil Clemas said: “This is a great example of how a well-known brand can use one of the many attributes of digital outdoor to add more value to the message exchange with their customers.”
DDB digital CD Haydn Kerr said: “This beer knows what season it is. We’re always on the lookout for digital solutions that make the message more relevant to the consumer. And nothing could be more relevant to a potential beer-drinker than the weather.”
CREDITS
ZenithOptimedia
Group Business Director: Alex Lawson
Business Manager: Andrea Burke
Planner / Buyer: Joshua Turney
Media Assistant: Tasmin Wheeler
Lion
Beer Category Director: Ben Wheeler
Senior Brand Manager: Anna Gestro
Assistant Brand Manager: Amy Guy
DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Chris Schofield
Digital Creative Director: Haydn Kerr
Art Director: Kat Tadaki
Copywriter: Simon Neumegan
Digital Operations Manager: Liz Knox
Digital Producer: Sheetal Pradhan
Developers: Cameron Crosby, Michael McMillan
Digital designer: David Woon
Managing Partner: Scott Wallace
Account Director: Emma Guadagni
Head of Planning: Lucinda Sherborne
Digital Planner: Michiel Cox
Planner: Craig McLeod
Print Production Manager: Andy Robilliard
Photography: Toaki Okano @ The Collective Force
Retouching: LightFarm
The PR Shop
Director: Pippa Lekner
Senior Account Executive: Tom Frankish
APN Outdoor
General Manager: Phil Clemas
Business Director: Kurt Malcolm
Account Manager: Kavish Patel
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