Digital campaign responds directly to local UV figures.
2019 - Just as the summer heatwave hit, Beiersdorf delivered the NIVEA SUN “Pro Suncare” initiative to raise awareness of the need to protect yourself properly from the sun. Passers-by in Zurich, Bern, Basel, Lucerne and Winterthur could see live updates of the current UV index and were shown information on the topic of skin cancer.
To enable different up-to-the-minute UV figures to be displayed in each city, the booking system accesses the relevant local weather data. The dynamic digital out-of-home campaign was developed by Beiersdorf in partnership with the Swiss anti-cancer foundation Krebsliga Schweiz and Clear Channel.
It’s a perfect example of the new creative opportunities digital outdoor advertising can offer.
- Campaign display based on live data
- Public information and awareness-raising
- Link to mobile campaign
Quote
«It is impossible to overstate the importance of educating people about sun protection. In this campaign, we had an opportunity get our message across in a more targeted and innovative way than ever.»
