Sunny Top Down Otherwise Top Up
Gail Chiasson, North American Editor
We are seeing a number of large format outdoor billboards being built and programmed to react to external stimuli; Adrian and Chris have another story up shortly about a billboard that recognises car number plates.
Here we see a digital outdoor campaign that changes with the weather, getting an awful lot of attention in Toronto and Vancouver.
To promote its new convertible model, ISC 250, and stand out from the crowd, Lexus chose OBN’s large format outdoor digital screens to help engage audiences with an attention-grabbing creative that changes according to the weather.
When skies are sunny, the weather forecast is displayed on the digital screen along with a larger than life image of the ISC 250 convertible with the top down. But when the weather turns cold or rainy, the top of the convertible zips up.
The weather content is provided to OBN through an RSS feed that provides real time ongoing weather updates in each city.
Creative and media were handled by Dentsu Canada, Toronto.