Apparently, a new trend is born: having the right technology on your side, today you can have your billboard showing the right offer according to the weather. Ebay and Scotch & Soda have tried out this new advertising opportunity with one of their campaigns, respectively in UK and Netherlands where the weather is always an issue.
Living in United Kingdom I can affirm with certainty that you can experience all four seasons in one day, especially in spring. Ebay definitely agrees with this, so they have created and organised an advertising campaign able to adapt automatically to Britain’s crazy spring weather and to contextualise headlines, images and concepts accordingly. In this way the campaign proposes the right pursuits and product lines suggestions in a variety of sectors – from gardening to DIY, from fashion to furniture –considering sunny, cloudy or rainy moments.
Almost the same happened with the Scotch & Soda advertising campaign launched last winter in Netherlands and Germany. This time the campaign focused on the winter coat collection of the brand and it would suggest the right coat to wear in each moment of the day so that a raincoat would be shown on a rainy day or a windcheater would appear on billboards on a windy day in certain areas. Interesting that Scotch & Soda have also aligned the website campaign with the weather forecast of the viewer’s area.
A new way to personalise the brand offer interacting with the context of the consumer. Inspiring, don’t you think?