One may ask When is not the right time for a sundae? Although, looking at the result of this summer’s programmatic DOOH campaign, we can assure that timing is crucial when it comes to ice cream sales – at least if you’re taking the current weather in account.
McDonald’s and OMD wanted to increase the sales of sundae in July and August.
Then, we ran data-triggered messages; only shown when the temperature exceeded x degrees. Visual Art put up 27 regional deals in the programmatic sales platform, to ensure the temperature was correctly measured in each location. This way, we reached high affinity, and our sun-sundae campaign became a great success. When looking at the same period last summer, we can see that the sundae sales increased with remarkable percent. The “Beat the Heat” project was awarded Grand Prix in Stockholm Media Award, Campaign of the year!