The flexibility of digital campaigns allows for relevant creative options based on surrounding environments.
Food delivery service, Seamless, is running a digital campaign on our New York Digital Network. The brand is utilizing our dynamic capabilities to create relevant messaging and capture the attention of consumers, tempting them with delicious food possibilities.
Each creative coincides with a specific trigger including weather, time of day, and location. There are two weather creatives, one of which is for warmer and/or clear sky days and the other for cold and/or rainy weather. The creative’s copy changes with those conditions and offers a rotation of either warm or cold weather food options.
One of the time-triggered creatives changes in response to the time of day, coinciding with meal windows, including breakfast lunch, dinner, and snack times. Suitable foods also cycle with copy change, for example bagel and lox for breakfast vs. a pear salad for lunch. The alternate time-based creative is broader, offering a series of different messaging and food suggestions throughout the day, which are not explicitly specific to the actual time of day.
The place-based creative contains copy determined by its location placement, addressing passersby by neighborhood and proposing one of multiple trending foods.
Dynamic trigger-based capabilities have the potential to maximize the success of the campaign, as they create a sense of precise relevancy to the consumer. Audiences are much more likely to act if they see an ad which resonates with them. New York City was the optimal choice for this campaign, as our out-of-home inventory reaches city dwellers who are likely to be exposed to the multiple versions of this campaigns due to their on-the-go lifestyles.