Priceline Pharmacy launched a fresh spring campaign on digital billboards across Australia with dynamic creative designed to match the traffic on the roads.
The campaign to promote Priceline’s digestive and congestion solutions utilised live traffic data from Google Maps to showcase a variety of playful creative messages dependent on the traffic conditions at each location.
In light traffic, billboards broadcast a ‘No Blockages Today’ message with moderate traffic triggering a ‘Congestion?’ message. For areas experiencing heavy traffic, the Priceline billboards would automatically update to ask if commuters were ‘Backed Up?’.
Traffic Trigger
Advertiser demand for premium Digital Out of Home is increasing, as more brands embrace the dynamic and flexible capabilities it offers, along with the robust and highly granular mobility data to provide an understanding of audience movement like never before.
QMS Chief Marketing Officer, Sara Lappage
“Due to our advanced data and technology capabilities, we are able to help clients like Priceline, optimise campaign effectiveness to ensure targeted audience delivery as well as utilise DOOH’s creative flexibility to serve timely and relevant messages to engage motorists at various times throughout the day.” said Ms Lappage.
Priceline’s Spring Traffic Feed campaign, produced via creative agency Whippet and PHD Melbourne, featured across QMS’s premium billboards nationally and was supported by TV, radio, digital, social and in-store activity.
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