Land Rover has gone above and beyond to defy weather and traffic conditions in their latest dynamic campaign across QMS’ digital network.
Powered by the QMS Digilab, the campaign to promote the All-New Discovery, utilises real time weather feeds sourced from the Bureau of Meteorology and local traffic conditions to update messaging across each site based on environmental triggers such as wet weather or peak hour traffic.
In addition, selected locations displayed playful messaging relevant to the surrounding environment, such as, ‘Give the World a Workout in the new Discovery’, on sites located near a gym or fitness centre.
The campaign was created with media agency Mindshare and creative agency Spark44 in conjunction with QMS.
Thomas Davies, Business Executive at Mindshare commented “In order to announce the arrival of the All-New Discovery, we were tasked with finding a way to bring the car to life through media that allowed us to showcase the way that it’s designed with ‘a reason for everything’ at its core.”
From an implementation point of view, leveraging the dynamic capabilities of digital OOH meant that we were able to rotate creative messaging based on contextual triggers to tell our audience the story of how the Discovery is right for their family in every moment.