The one major advantage of a digital billboard is that it can be updated instantly to reflect something that is happening at a specific moment. During the election, TV3 used this to its advantage by feeding live updates of the results onto APN Outdoor’s collection of digital billboards in Auckland.
And now, DDB and ZenithOptimedia are collaborating with Mother Nature on a new outdoor campaign for Speight’s that adjusts in accordance with the temperature.
The new campaign for the brewer’s summer ale is being rolled out across five digital billboards in Auckland, and it will feature dynamic creative that adjusts to match the temperature.
The billboards are connected to the Wunderground website via a live link facilitated by Ngage’s Aevra technology, and when the mercury hits a set temperature the creative adapts accordingly.
“It was great to have the opportunity to be a little more dynamic than usual with this campaign,” said Anna Gestro, senior brand manager for Lion’s mainstream beer, in a release. “Let’s face it, the New Zealand summer requires us to think on our feet and these billboards let us do that.”
ZenithOptimedia group business director Alex Lawson sees this, and further, more advanced executions, as 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” says Lawson. “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”.
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
