Ooh! is claiming an Australian first with its ‘temperature-parting’ technology which allows advertisers to change its digital billboard messages based on the local temperature.
Unilever is the first client to use the technology, with its Magnum and Lipton Ice Tea products to be promoted on days when the daily maximum forecast exceeds that area’s monthly maximum average temperature.
John Purcell, Ooh!’s head of production, said the digital billboards will automatically react to local conditions.
“The technology we have invested in allows us to easily tailor a client’s campaign to respond to external triggers such as the weather, sports scores or social media,” Purcell said.
Catherine Rushton, Mindshare strategist, said the “hyper relevance” of the technology will improve advertisers ability to influence impulse behaviour.
Unilever will use four hundred of Ooh!’s retail digital panels with the a wider national campaign to see its Streets Ice-Cream creative carried across sites in cafes, universities and big billboards until March 23 2014.