«Chli stinke muess es» - programmatic campaign to make you fancy fondue
Coop programmatic DOOH campaign
Briefing
A programmatic DOOH campaign based on time and temperature/weather information. DSP = Splicky. Broadcasting on a yes/no basis (if the conditions were met, then the ad was broadcast; if they were not met, there was no broadcast)
Broadcasting
The ad for fondue was broadcast during commuting time in cold, foggy, cloudy, rainy or snowy conditions, i.e. any kind of bad weather when commuters might be persuaded to spontaneously buy a fondue kit from Coop. The campaign was only broadcast on appropriate days and during commuting hours, Monday to Friday 4–8 pm and Saturday 2–6 pm, when the weather may prompt people to spontaneously purchase a fondue kit on their way home or while shopping.
Weather conditions
Temperature: ≤ 10°C
Weather: foggy, cloudy, rainy, snowy
Duration and timing
01/10 – 31/11/2020, Monday to Friday 4–8 pm and Saturday 2–6 pm
Areas
Throughout Switzerland (all language regions)
Segment
Digital STREET
Type of deal
Preferred deal (non-guaranteed). A fixed CPM was agreed. The client carried out the time targeting (Monday–Friday 4–8 pm and Saturday 2–6 pm) and weather/temperature targeting on the DSP site.
Client USP I: special topic broadcasting
There was just one subject: fondue. No generic subjects were displayed when the weather conditions were not met.
Client USP II: special weather targeting
No costs were incurred when the above criteria were not met. The temperature/weather conditions specified by the client were not fulfilled until around the beginning of November, when raising the maximum temperature to 15°C for bad weather (e.g. heavy rain, fog) and the fact that November was colder than October meant that the requests, and thus the spending, increased.
Beautiful Views of the Appenzellerland
Programmatic DOOH-Campaign of the Appenzellerland
Client
Appenzellerland Tourism (Appenzell Innerrhoden & Appenzell Ausserrhoden)
Cable cars; Ebenalp, Hoher Kasten, Kronberg and Säntis.
Project
Spontaneously live stream the Appenzellerland
Idea
If only we had the ability to escape bad weather; that is exactly what Appenzellerland Tourism AI+AR and the four cable cars, Ebenalp, Hoher Kasten, Kronberg, Säntis also thought.
Along with the four cable cars, the Appenzellerland wanted to attract guests by displaying fantastic live pictures of bright sunshine in the misty month of November in Zürich, Thurgau, St. Gallen and South Germany. The cable cars provide a quick and comfortable way to escape the fog, soak up the sun and enjoy the fresh mountain air.
The design and recognition were based on the Appenzellerland Tourism AR & AI’s Corporate Design. The webcams, along with the logo of the four cable car companies were used for the live content, and this only when the weather was good.
The content was published using DOOH (train, bus, service stations, shopping malls, public spaces and transport axes) and on Social Media (Facebook & Instagram).
Booking implementation
Due to the 1-subject-logic (only broadcast during good weather) and the even distribution of the budget across the four cable cars, programmatic booking and broadcasting was the best option.
Areas
Zurich
Segment
Street
Campaign duration
19th October – 30th November 2021
Implementation of display / technology
Only when the weather was misty in Zürich while being sunny at one of the cable car locations, should one of the four webcams randomly be selected and streamed. The broadcast should then immediately be displayed on the predefined screens. By the end, each of the four cable cars should have been displayed roughly the same number of times.
The weather data was stored on the DSP, which the four webcams were connected to. When the weather conditions were fulfilled, the video stream was automatically displayed on the selected screens via HTML5.
Dynamic content for BRACK.CH’s bargain portal
Real-time offers and real-time stock
Client
BRACK.CH
Project
Shot-term «DayDeall» offers displayed live on screens – including prices and stock.
Idea
The «DayDeals» were already a fundamental part of BRACK.CH’s communication. This time BRACK.CH wanted to create an interactive campaign and increase reach. It was necessary that the «DayDeal» offers were automated and displayed dynamically, which is why the client decided on Digital Out of Home.
Challenges
«DayDeal» offers new short-term sales every day, sometimes having numerous special offers on the same day. BRACK.CH needed to be able to instantly make changes to the price or stock and display the inventory in real-time.
Booking implementation
A HTML5-advertising medium with a direct connection to the «DayDeal» feed was established. High quality pictures, the corresponding prices and availability in real-time were transported over the feed. The content was then displayed on Clear Channel screens in real-time. The subjects show the current offers including the availability and the remaining time before the offer expires.
Areas
Zurich
Segment
Street
Campaign duration
December 2021