Digital billboards that change with the weather launched today. A national campaign for Unilever brands Magnum and Lipton Ice Tea via oOh! Media means the advertiser can change the creative message based on the local temperature. So day-part advertising becomes temperature-parting.
In time for summer, each message is tailored for when the daily maximum forecast temperature exceeds the monthly maximum average in the area.
This is not the first campaign by oOh! Media to make use of local data. A recent billboard campaign for VB applied wi-fi to update Ashes scores across billboards and mobiles around Australia. Remembrance Day billboards used the same technology to dislay a poppy around Australia around the 11th hour.
But it is the first national campaign to use temperature data to control content. Ooh! Media head of production John Purcell said the technology investment meant the firm could now "easily tailor a client’s campaign to respond to external triggers such as the weather, sports scores or social media".
The Magnum ice cream and Lipton Ice Tea creative campaign will appear in cafes, universities and billboards until the 23rd March 2013.
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