McDonald’s is taking advantage of Australia's unpredictable weather, by serving up a new outdoor campaign which shows different adverts depending on whether it's hot or cold.
The product-led campaign, by creative agency Leo Burnett and media agency OMD, for McDonald's Loose Change Menu, uses temperature controls to display advertising for frozen coke and ice cream when the temperature hits 27 degrees and its “rump steak taster” when it falls below 21 degrees.
It uses Ooh!Media's “temperature parting technology” which schedules targeted and relevant campaign across screens based on local temperature.
Ooh! head of production John Purcell told AdNews the technology allows advertisers to display the most relevant message in realtime.
“As we’ve seen this year, Australia’s climate can be unpredictable, such as having the warmest October since records began in 1910,” Purcell said.
“Technology such as this gives advertisers confidence to book media space knowing that they won’t be displaying advertising for winter clothing during a heatwave.”
The campaign will appear across Ooh!'s retail network in shopping centres nationally for the next month. As part of a wider campaign, McDonald's Loose Change menu will appear on large format billboards nationally to December 1.
Purcell said Ooh! is seeing an uptick in demand for digital screens and interesting uses of data from advertisers across the board.
“The temperature has a big impact on consumer's buying habits and allowing advertisers to tailor their message based on this applies to a broad spectrum of categories,” Purcell said.
“We are seeing an increase in demand from advertisers wanting to maximise their creative effectiveness by using automated datadriven triggers such as temperature.”
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