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Corsa brings weather triggered digital ads to the UK for 'A-Z of Corsa' campaign

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By John McCarthy | Media editor

February 17, 2015 | 3 min read

Vauxhall Corsa has launched a first-of-its-kind outdoor ad campaign which uses real-time weather data to deliver temperature specific ads.

The ‘A-Z of Corsa’ campaign, planned by Posterscope and Carat, was designed to promote the new Corsa’s heating and will be viewable on over 500 digital screens nationwide in cities including London, Manchester, Birmingham and Glasgow.

Whenever the temperature drops below 5°C, the creative will highlight the new Corsa’s heated windscreen, seats and steering wheel.

Chris Hawken, brand marketing director at Vauxhall, said: “This is the first time General Motors has implemented a dynamic DOOH campaign. Real-time temperature data enables us to bring some of the new Corsa’s best features to life in a way that will help consumers better identify with the creative.

“Posterscope and Liveposter have helped us to implement a campaign that reacts to the world around it in a way that will help us to better engage our target audience with an unforgettable out-of-home experience.”

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Glen Wilson, managing director at Posterscope, added: “DOOH works best when it’s made to work as hard as possible. By delivering content in real-time, this new Corsa campaign is enabling General Motors to reach its target audience via DOOH in what we call ‘right-time’.”

The ‘A to Z of Corsa’ campaign takes the public through quintessentially British alphabetised scenes such as “boxers, cricket and dogs, to quiffs, roundabouts, snogging and tea”.

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