When devising a weather-responsive campaign, there are three tiered strategies to consider. All three embrace the fact the weather experienced by consumers is a key determining factor in their receptiveness to an advert, willingness to act, and motivation to purchase.
1. Weather Activation: Using weather signals to activate a creative. If done well, the consumer will be completely unaware that weather is being used for targeting. Tick tock…
2. Contextualising: Aligning the marketing message with the weather conditions to show appreciation of context and encourage the desired response. Pimms did this well with their series of OOH adverts a few years back directing to passers-by to nearby bars and restaurants to indulge in a jug… or two!
3. Value Adding: Justifying the consumer’s need for a product or service by providing a dynamic and customised approach through value-added content. In Pimms OOH ads they ensured that the local temperature was featured on their digital display screens. When the local temperature hit 21 degrees during peak commuter times the ad then increased its frequency and air time.