Temperature triggers targeted messaging


Dimetapp - Cafe screen - June 2014Ooh! Media is building on its use of temperature triggered digital signage technology with a retail campaign for Pfizer’s Dimetapp brand.

Dimetapp’s cold and flu advertising campaign will be activated on Oh! Media’s digital retail and café screens when the temperature drops below the local winter average.

The screens are programmed to trigger ads alerting shoppers and café customers to the benefits of Dimetapp when the daily minimum forecast temperature is colder than the local area’s monthly minimum average.

It follows on from the use of the technology in the summer months for campaigns by Magnum and Lipton Ice Tea. In summer, advertising is triggered for appropriate products when temperatures reach above a set heat.

“This is the first time in Australia we’ve run a national campaign during winter that controls content based on how cold it is in a range of geographically targeted areas,” oOh! CEO, Brendon Cook, said.

“The temperature controlled scheduling will see Dimetapp’s digital advertising run on a network of almost 600 retail and café screens across the country during the coldest days of winter.

“The flexibility of our digital signage enables us to schedule advertising based on the temperature – or temperature parting – making it possible for advertisers to change their message based on the temperature at each location.”

Building awareness in targeted areas when it’s cold increases the relevance of Dimetapp message.

“Dimetapp wanted to maximise sales and being able to target ad placement, and schedule advertising based on the temperature  will give them the best possible conversion,” Cook said.

Pfizer’s Dimetapp campaign will run on 200 retail digital panels and 380 café digital screens.

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