An ale drinking, weather predicting Yak

QMS in partnership with Lazy Yak, launched a dynamic digital billboard campaign that utilised creative triggered by the weather to promote the popular Pale Ale.

In an outdoor media first for Lazy Yak, the innovative campaign utilised the services of QMS’ Digilab to employ real time weather feeds, sourced from the Bureau of Meteorology, to dynamically change the Lazy Yak creative based on the temperature at each billboard location.

The digital technology developed in partnership with technology specialists doohfa, allowed windy, sunny and rainy weather triggers to be implemented based on set weather parameters so that the campaign creative, featuring our favourite Yak in the pool, updated accordingly.

For instance, the windy creative, saw the adorable Yak being windswept across the pool on his lilo when winds were 25km/h and above.