A hyperlocal outdoor campaign has been launched which delivers particular advertising content depending on the weather conditions. The initiative has been launched by global digital screen media provider Amscreen and car giant Ford. The motor brand has been using a combination of automated thermal targeting and GEO+ technology to deliver two sets of hyperlocal content on a national scale across 1,335 forecourt locations in the UK.
Amscreen's automated thermal targeting will deliver themed Ford messaging to consumers upon arrival of rain, sleet, ice, snow, fog or when the temperature falls beneath 5 degrees.
The motor company will also be able to raise awareness of individual dealerships and drive footfall in store using Amscreen's Geo+ technology, which automatically identifies the location of each screen and features bespoke content within a 5-mile radius of dealerships.
The campaign was planned by Mindshare and bought by kinetic and also consists of National and Regional digital display, regional press and PPC support. “We’re very excited about the latest Ford campaign as it combines two technologies to bring the most bespoke content to drivers in their specific area,†said Amscreen MD Jamie Lindsay. “We look forward to developing our relationship with Ford and creating more campaigns in the future.â€