Microsoft’s voice-activated personal assistant Cortana has been showcased across the UK in an ad campaign which reacts in real time to surroundings.
Dentsu Aegis Network, LivePoster and m:united (McCann Worldgroup’s Microsoft team) have made the most of data sources and out-of-home (OOH) tech to tailor contextual, real time ads throughout the UK.
The executions, boasting the versatility of the digital assistant, are capable of delivering thousands of engaging, geo-specific ads to consumers.
Paul Davies, marketing director at Microsoft, said: "Just like Cortana, this campaign is personal, flexible, and hyper relevant to the context against which the ads are served, using location, date and time data.
"We have used digital technology as a creative canvas to showcase how Cortana helps people manage everyday life seamlessly and in a powerful way."
“With nearly 10,000 variants, we believe we have created the UK’s first truly bespoke outdoor campaign that adapts to its current environment with a dynamic complexity never seen before.”
Kaye Dolan, associate client director at Dentsu Aegis Network, added: “With this ambitious and complex campaign we are redefining the rules and capabilities of the digital outdoor medium.
“The deployment of a truly collaborative approach to media strategies has enabled us to unlock the full advantages of digital OOH, while giving us the opportunity to create a genuine and meaningful connection between the Microsoft brand and its target audience.”