To take advantage of the change in seasons, Barbeques Galore undertook a dynamic digital outdoor campaign that showcased various creative messages reflective of and dependent on the weather at each location.
Utilising live weather feeds to trigger the creatives, consumers were encouraged to either fire up the BBQ if the temperature was hot or the wood heater if it was cold.
Sara Lappage, Chief Marketing Officer at QMS said “Neuro-Insight studies have shown that contextually relevant creative content, increases cognitive recognition and overall advertising effectiveness.”
It is exciting to see brands such as Barbeques Galore utilising this digital capability to provide a more relevant and immediate engagement with consumers.
QMS Chief Marketing Officer, Sara Lappage
Taking the campaign one step further, Barbeques Galore transformed their messaging in the week leading up to Father’s Day with a daily countdown to remind consumers how many days they had left to purchase what they needed to turn Dad into a BBQ legend.
By using creative messages that inform and entertain, Barbeques Galore was able to maximise brand presence and drive customers in store at critical sale moments.
“This is a perfect example of how easy it is for brands to quickly react and respond to key events and seasons simply by utilising the dynamic scheduling and creative trigger capabilities of digital outdoor to make a campaign truly memorable,” said Ms Lappage.
In addition to driving mass awareness, the dynamic creative was strategically displayed nationally on QMS sites within close proximity to Barbeques Galore stores.