A weather predicting, ale drinking Yak... Who doesn’t love that?
QMS Media and Lazy Yak have partnered up to launch a dynamic billboard campaign, which is triggered by the weather.
Lazy Yak pale ale utilises QMS’ Digilab to employ real time weather feeds, sourced from the Bureau of Meteorology, to dynamically change the Lazy Yak creative based on the temperature at each billboard location in VIC, WA and QLD.
The digital technology developed in partnership with technology specialists doohfa, allows windy, sunny and rainy weather triggers to be implemented based on set weather parameters so that the campaign creative, featuring Yak in the pool, updates accordingly.
For example, the windy creative depicts Yak being windswept across the pool when winds are 25km/h and above.
QMS GM of operations Steve Bovey says: “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.”
The endearing campaign was developed by Lazy Yak’s creative agency Clemenger BBDO Melbourne and delivered by media agency MediaCom Melbourne in association with QMS.
This temperature driven campaign marks the evolution of the Yak in the outdoor media domain with QMS previously working with Lazy Yak to deliver an impactful brand campaign across the company’s digital network earlier this year.
