Winter chills trigger oOh!’s digital Dimetapp campaign
Dimetapp’s latest national cold and flu advertising campaign featurse on oOh! Media’s digital retail and café screens just in time for the winter temperature drop. ‘Seasonal advertising? So what?’ I hear you say. Ah, this is where the Dimetapp campaign is smarter than your average bear.
oOh!’s digital screens have been 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.
oOh!’s CEO, Brendon Cook said: “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. 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 world leading 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 biting cold increases the relevance of the 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,” Brendon said.
Pfizer’s Dimetapp campaign will run on 200 of oOh!’s retail digital panels and 380 of oOh!’s café digital screens during winter.
oOh! Media: www.oohmedia.com.au