RACQ’s latest outdoor media campaign for its Home & Contents Insurance, harnessed the power of QMS’ leading digital billboard network, to display contextually relevant creative in accordance with Queensland’s inclement weather conditions.
Employing the dynamic ad serving capabilities of QMS’ Digilab, RACQ utilised real time weather feeds sourced from the Bureau of Meteorology to creatively communicate local weather conditions and storm warnings to Queenslanders, whilst promoting their unique Home & Contents leading into storm season.
Weather Triggered
The innovative digital campaign implemented four creative triggers based on ‘fog, hail, rain and storm’ conditions with relevant creative messages being dynamically served across the digital network, such as ‘Queensland storms need Queensland cover’ and ‘We’ll be here rain hail or shine.’
Targeted
RACQ’s campaign is a great example of an insurance company leveraging local weather conditions to stay top of mind and relate to a local audience.
Steve Bovey, General Manager of Operations at QMS
RACQ’s weather trigger campaign ran across QMS’ premium digital network in Brisbane and the Gold Coast with supporting brand creative running to further promote their leading Home & Contents service.
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