One of the strengths of digital out of home is the ability to use dynamic advertising which changes with weather. The Aruba Tourism Authority is using a dynamic campaign to remind cold weather commuters in Chicago, Philadelphia and New York City that sunny days are within reach.
Intersection’s digital sign network in each city features photos of Aruba’s paradise beaches and activities, with real-time weather feeds that show just how much warmer it is in Aruba at that very moment. Dozens of creative executions use a “trigger point” based on real-time weather data. For example, Chicago screens display “Trade the Windy City for Warm Trade Winds,” with a dynamic weather feed of Chicago’s 30-degree temperature next to Aruba’s 82 degrees, while screens in New York read “When the Big Apple is Frozen to the Core,” with NYC at 30 degrees, Aruba 84. The more the temperatures dipped, the stronger the “warm weather” messaging. Specific executions were even created to trip when there was snowfall, freezing rain and a Noreaster, for example.
Insider talked with Ed Malone, Area Director for the Aruba Tourism Authority.
Where did the out of home campaign idea come from?
The Aruba Tourism Authority is always keen to discover innovative opportunities to drive and expand brand awareness in our key markets. The use of this Digital OOH technology was a unique way to deliver real-time weather creative messaging, giving us the opportunity to showcase the year-round 80 degree, sunny temperatures on Aruba as we are located outside the hurricane belt, which was agile and relevant.
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