ZURICH PENSION ADS REACT TO AUTUMN WEATHER
Zurich unveiled a Digital Out of Home (DOOH) campaign with Dynamic capabilities to expand its ‘Be Future Ready’ offer. Weather and temperature triggers were integrated into our Liveposter platform with copy for different weather conditions. The copy changed when the temperature rised above 15 degrees, below 10 degrees or whether it is sunny or wet.
An anchor tagline of ‘You Can’t Plan For The Weather, But You Can Be Future Ready’ put the message into context. Account manager Keith Brennan said adapting the content dynamically delivers the key message in a distinctive way with Dynamic enabled campaigns seeing an average uplift of 40 per cent in message recall, Liveposter research indicates.
Planned and placed by PML and UM, the campaign comprised of displays on roadside and retail Digital screens. The creative, featuring wellies, sunglasses, ice-cream and hot chocolate, was by McCann Dublin. Classic formats such as 48 Sheets, 6 Sheets, Metropoles, Commuter Squares and T-Sides hosted the futuristic scenario in Dublin’s Silicon Docks.
Strategic targeting placed the campaign near business parks and centres.
Commenting on the campaign, Louise Beirne, Customer Marketing Lead, Zurich Life; “At Zurich we are always looking for new ways to develop our ‘Be Future Ready’ pension campaign. We loved the idea of using the ever changing Irish weather to get our message across. It’s a topic everyone can relate to. The creative is eye-catching and simple with the ability to deliver our message in a clear and clever way. The Irish weather is something that you can never fully prepare for, however you can prepare for your future with a pension powered by Zurich”.
Media: UM – Creative: McCann Dublin – OOH Specialist: PML
Originally published on Marketing.ie