Kinetic Active and MSIX are launching a thermally activated digital out-of-home advertising campaign to celebrate Britvic’s Robinsons fruit concentrate drink, SQUASH’D.
Triggered by temperature, the advertising will only appear during hours of sunshine when the temperature rises above 20 degrees in North England and 23 degrees in the South.
The campaign is set to run across Amscreen’s network of motorway service station forecourts and Tesco Screens over a 14 day period.
Nathan Bennett, Account Director, Kinetic Active told us “This inventive Britvic’s Robinson SQUASH’D campaign is a great showcase for the real-time and creative capabilities of digital out-of-home advertising. The ads for the concentrated fruit squash will only appear at the most relevant points of the day, ensuring that consumers are perfectly targeted.”
The heat-activated creative will be followed by a month-long six-sheet campaign across Admedia’s Motorway Service Station estate and will be primarily targeted at 25-34 year-olds on the go.
August 13th, 2014 at 13:36 @608
Fully understand the article as well benefits of adaptive planning however operational/ plaaning wise it seems more difficult to me.
What does Amscreen do with the available broadcasting time when the temperature has not hit the 20 or 23 degrees during these 14 days?
Provide time slot to other customers , advertise other products of same company?
Does the client pay for visability only if the temperatures has hit 20/23 or do the buy for one time slot anyway?
Looking forward to Amscreen or Kinetic reply
August 14th, 2014 at 12:53 @579
Hi Mr. Cotterill,
Should all software companies start submitting things we did over 5 years ago?
Cheers,
Bil Trainor