Optimising the launch of a new lunch range by monitoring weather conditions and delivering contextually relevant creative
Greggs the Bakers and Creative Race launched a dynamic campaign to promote Greggs' new ‘Balanced Choice’ range, a range which boasts convenient and healthy lunch options all under 400 calories.
The dynamic campaign alternated between three creative adaptations and only displayed on screen when the ambient weather conditions were relevant for each creative. The data was sourced from the MET office official feed and provided hyper local insight into the weather conditions at each screen in the campaign.
Targeting by environment is now a widely used means of dynamic campaign activation. You can target by weather condition, temperature, pollen count, atmospheric pressure and pollution. We only use credible 3rd party data sources to guarantee accuracy, we gather insights from a host of different suppliers and use this insight to optimise the relevance of content.
Date: January 2016
Brand: Greggs the Bakers
Agencies: Creative Race, Kong Outdoor, 8 Outdoor
Campaign Details: Environmental Targetting/ Urban/ Retail