Audio ads vary according to the local weather

Drive-to store during the sales period

Advertise across all digital audio touchpoints to complete an FM radio plan

Creative locally adapted when the temperature went above 25°c

The Strategy & Context

Objective

Complement an FM radio campaign of drive-to-store and take advantage of the heat wave.

Targeting

Based on local temperature, adapt the audio creative thanks to Dynamic Creative Optimization.

The campaign

Above 25°c the creative was adapted to feature an air conditioner

1. Weather trigger solution

When the temperature in the zipcode area of the listener was rising above 25°c, the standard 10 seconds commercial was replaced by one featuring an air conditioner.

2. Audio ads placed in

Radio streaming / Podcasts / Mobile games / Connected devices

The results

99% LTR
316k impressions
29% of impressions featured the air conditioner

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