DYNAMIC DOOH CASE STUDY WEATHER TRIGGERS

April 22, 2021

Campaign Objective

Vaseline wanted to give the market (LSM 6-10) a visual approach by allowing people to experience how their unique skin care range gives you noticeably healthier looking skin to enjoy everyday.

Tractor Outdoor proposed using Dynamic DOOH through weather triggering, which will allow Vaseline to promote the correct skin care range as per the different climate influences on a person’s skin. 

Claremont Main Road, Cape Town: The screen will display the correct skin care range based on sunny weather.
Jan Smuts Drive, Craighall: The screen will display the correct skin care range based on sunny weather.

Implementation

Dynamic content creates an experience that’s customised specifically for the advertiser, using data to create, change and serve audiences; it integrates existing data feeds to optimize content to deliver a deeper engagement with their audience, increase awareness, recall and perception.

Weather Triggers

Tactically relevant creative content that can update in real-time, reacting as the conditions or data changes. Our system uses API’s to pull real world information from credible sources to build the triggers needed to automatically programme your DOOH content.

With Vaseline adapting the weather trigger, they were able to control their creative based on the weather. Showing only the skin care range they wanted to whether it is sunny, cloudy, overcast, raining etc.

M5 Highway, Cape Town: The screen will display the correct skin care range based on overcast weather.