Speight’s new billboards let Kiwis know what season it is via ZenithOptimedia and DDB NZ

Speight’s and ZenithOptimedia have combined to bring another first to the NZ media landscape. Everyone knows that when the temperature gauge hits a certain level a cool cleansing ale is certainly a good reward.

Thanks to Speight’s new Summer Ale campaign Aucklander’s are now able to know exactly when that moment is through a clever live temperature solution and the APNO Digital Billboard network.

In the innovative campaign, the Auckland digital billboards run dynamic creative determined by a live link to the Auckland temperature through www.wunderground.com and Ngage. When the temperature breaks a set temperature the creative adapts accordingly. There are five creative executions that can roll out dependent on how the mercury’s rising.

Mainstream senior brand manager Anna Gestro was delighted with the flexibility and ingenuity of the solution.

Says Gestro: “It was great to have the opportunity to be a little more dynamic than usual with this campaign.  Let’s face it, the New Zealand summer requires us to think on our feet and these billboards let us do that.

“I think any marketer appreciates the opportunity to access a first. This was a unique campaign that required a unique execution and we feel the ability to adapt to the weather gave it far more relevance to our consumers.”

Media Agency ZenithOptimedia see this, and further, more advanced executions, as the future of the industry.

Says Alex Lawson, group business director: “Using a traditional media in a programmatic way such as this signals the continuing march that we are seeing towards digital and programmatic becoming the rule instead of the exception. Give it another few years you’ll see this and much more complex solutions rolled out in OOH, TV, Radio or any media able to deliver dynamic or personalised advertising.”

Says Phil Clemas, general manager of APN Outdoor NZ: “This is a great example of how a well-known brand can use one of the many attributes of Digital Outdoor, to add more value to the message exchange with their customers.”

Says Haydn Kerr, DDB Digital Creative director: “This beer knows what season it is. We’re always on the lookout for digital solutions that make the message more relevant to the consumer. And nothing could be more relevant to a potential beer-drinker than the weather.”

ZenithOptimedia

Account Manager – Kavish Patel