Co-op uses dynamic data for summer DOOH campaign

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UK grocery chain, the Co-op, has launched a nationwide dynamic digital out of home campaign that uses weather, time of day and location data, along with major events, to trigger contextually relevant ads for more than 20 of its summer food products.

Devised by out-of-home (OOH) and location marketing specialist Posterscope, in collaboration with Carat, the campaign aims to reach people looking for tasty foods as they plan to entertain friends and family at key moments throughout the summer months. 

The highly targeted campaign will use the full dynamic capabilities of digital out of home to make the campaign as contextually relevant as possible. 

Unique data triggers

Twenty different hero product ranges will be advertised through multiple creative executions developed by Lucky Generals, each with their own unique data triggers including specific weather conditions, temperature and time of day, as well as reacting to major sporting and summer events such as Wimbledon and Notting Hill Carnival.  

Activated through Posterscope’s Dynamic Scheduling platform, Liveposter, the ads will also include directional messaging to the nearest local Co-op store.  

Nationwide campaign

The digital OOH ads will appear until the end of August on more than 600 roadside and rail digital 6-sheets and InLink screens and are part of the wider “Co-op Summer” national advertising campaign appearing on AV, Print, Radio, Digital Video and social media.

“Co-op Summer” follows the company’s recent hyper local out-of-home (OOH) 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.

“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”, said Elaine Jones, Media Planning Manager at Co-op. 

“Food is often a key ingredient in the moments that matter in our lives and we wanted a campaign that would inspire people to make our summer product ranges a feature of these moments. 

“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.”

Lee Mabey, Integration Strategy Director, added: “This campaign uses the full range of dynamic capabilities that DOOH offers to ensure consumers are enticed to try Co-op’s quality summer range. 

“This trigger-led approach to DOOH allows the Co-op to align its advertising to summer moments that matter and make its products as contextually relevant as possible for consumers across the country.”

Katrina Edwards, Client Director at Carat, concluded: “We are excited to be launching a multi-layered campaign that mixes live sporting and summer events with a range of other data sets to trigger the digital OOH placements, while also using dynamic creative optimisation to ensure maximum efficiency.”

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