August might be turning into a washout for many parts of the country but the Co-op is aiming to prove it has food for every eventually through a nationwide data-driven digital outdoor campaign that taps into the weather, time of day and location to serve up relevant ads for more than 20 of its summer products.
Devised by Posterscope, in collaboration with Carat, the campaign uses creative executions from Co-op’s ad agency Lucky Generals and aims to reach consumers as they plan to entertain friends and family at key moments in the coming weeks.
Twenty different product ranges will be advertised, each with their own data triggers including specific weather conditions, temperature and time of day, as well as reacting to major sporting and events such as Notting Hill Carnival later this month.
Activated through Posterscope’s dynamic scheduling platform, Liveposter, the ads will also include directions to drive people to their nearest Co-op store.
The digital OOH ads will run until the end of August on more than 600 roadside and rail digital six-sheets and InLink screens and are part of the wider “Co-op Summer” national advertising campaign appearing on TV, print, radio, digital video and social media.
The activity follows the retailer’s recent local campaign which championed its support of local communities, with bespoke creatives linking the community where the message appears with the causes funded by the Co-op’s three businesses – Food, Funeral and Insurance.
Co-op media planning manager Elaine Jones said: “As a convenience retailer we are best placed for all those unpredictable social occasions and have quality own brand food and drink to cater for all guests.
“Digital out of home’s ability to serve creative and relevant messaging at a time when we know shoppers will be receptive to our communications, and close to a store where they can explore our ranges for themselves, was an exciting and compelling proposition.”
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