Vauxhall showcased the flexibility of digital Outdoor this month with a campaign based upon the bitter winter weather.
The brand used real-time temperature data to trigger creatives which promoted the heated product features of the new Corsa. Part of Vauxhall’s wider ‘A-Z of Corsa’ Campaign, the creative changed dynamically across digital screens nationwide whenever the temperature dropped below 5°C.
The campaign – which is the first of its kind for the automotive sector – reached consumers at premium malls nationwide across JCDecaux’s digital 6-sheet network. It was planned and booked with JCDecaux by Carat and Posterscope, with production by Liveposter.
Chris Hawken, Vauxhall Marketing Direct, said: "This is the first time General Motors has implemented a dynamic DOOH campaign. Real-time temperature data enables us to bring some of the new Corsa’s best features to life in a way that will help consumers better identify with the creative."
Glen Wilson, managing director at Posterscope, said: “DOOH works best when it’s made to work as hard as possible. By delivering content in real-time, this new Corsa campaign is enabling General Motors to reach its target audience via DOOH in what we call ‘right-time’. The temperature-dependant creative enables them to deliver exactly the right message to the right individual at exactly the right time.”