Natural gas supplier firmus energy became the first local company to employ dynamic weather-triggered messaging in Northern Ireland, embracing the full creative capability of digital and dynamic OOH with a new campaign that used real-time weather data.
The hyper-localised campaign delivered multiple creatives throughout the display duration, evolving to match current weather conditions and location. Employing data to enhance adverts delivers a more relevant, engaging and effective campaign, with research suggesting effectiveness can be uplifted by as much as 15%. The campaign is delivered locally by PML Group NI, in conjunction with Liveposter, and advertising agency ASG & Partners.
Robert Lyle, head of media at ASG & Partners said: “Increasing relevance for firmus energy was key in this campaign. Speaking to the customer while they’re out in all-weather delivers a reinforcing message that firmus energy natural gas is available in the area, and it’s the perfect local home heating solution for people with busy lives. People are more likely to notice messages that talk about their local area.”
Pamela Beatty, marketing manager, at firmus energy, said: “firmus energy is constantly pushing the boundaries in the search for clever advertising solutions that will help us deliver our natural gas message to audiences in new and clever ways. With so many ads competing for people’s attention, traditional advertising methods that assume one-size-fits-all audiences don’t necessarily draw people in. These weather-triggered sites offer the perfect platform for us to bring to life our messaging in a fun and impactful way.”
Clare Ferris, account manager at PML Group NI adds: commented: “We were thrilled to work with ASG & Partners, firmus energy and Liveposter to deliver this innovative campaign. Dynamic campaigns showcase the flexibility of OOH, while the extensive Digital OOH network in Northern Ireland allowed firmus energy to reach their customers at various daily touch points in roadside and retail environments.”