The Yak Is Back In QMS’ Newest Dynamic Digital Campaign
Gail Chiasson, North American Editor
QMS Media, in partnership with Lazy Yak, has launched a dynamic digital billboard campaign across the Australian states of Victoria, Western Australia, and Queensland that uses creative triggered by the weather to promote the popular Pale Ale.
In an outdoor media first for Lazy Yak, the innovative campaign uses the services of QMS’ Digilab to employ real time weather feeds, sourced from the Bureau of Meteorology, to dynamically change the Lazy Yak creative based on the temperature at each billboard location.
The digital technology, developed in partnership with doohfa, allows windy, sunny and rainy weather triggers to be implemented based on set weather parameters so that the campaign creative, featuring our favourite Yak in the pool, updates accordingly. eg. The windy creative, which depicts the Yak being windswept across the pool, is shown when winds are 25km/h and above.
Steve Bovey, general manager – operations at QMS, highlighting the extreme relevancy and targeted nature of the campaign, says, “This is an exciting campaign for QMS as we use local weather to control the creative that is displayed. With the power of digital technology, we are readily able to tailor the client’s campaign using real time triggers to deliver a highly relevant and engaging campaign.”
The campaign was developed by Lazy Yak’s creative agency Clemenger BBDO Melbourne and delivered by media agency MediaCom Melbourne in association with QMS.
This temperature driven campaign marks the evolution of the Yak in the outdoor media domain since QMS previously worked with Lazy Yak to deliver an impactful brand campaign across the company’s digital network earlier this year.
Commenting on the progression of the campaign and the new technology behind it, Tim Ovadia, head of brand – craft at Carlton & United Breweries, says, “We have had a great response from our consumers with the Lazy Yak outdoor campaign. People really seem to love the Yak and his cheeky nature. Having run the earlier Lazy Yak outdoor campaign for some time now, we were looking for different ways to inject some new energy into the creative. The weather and time trigger technology from QMS’ Digilab allows us to have a bit of fun with the Yak and put him in some interesting scenarios.”
The campaign will run until July 10, 2016, and will feature fully animated creative on selected sites, such as Glenhuntly in Victoria and Cavill Avenue in Surfers Paradise.
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