OOH can be used in amazingly innovative ways and Amcal Pharmacy’s new billboard is an example of such creativity. The company has launched a live billboard campaign for spring that will help people suffering from hay fever. Developed in collaboration with QMS and Nunn Media, the digital billboards will broadcast live pollen count warnings for different areas using data from Breezometer.
In fact, Amcal Pharmacy is on a mission to help ease the suffering of hay fever causes to millions of Australians each Spring, with their latest outdoor campaign broadcasting live pollen count warnings across QMS’ digital billboards in Sydney, Melbourne and Brisbane. The dynamic digital billboard campaign utilises Breezometer data feeds to deliver High, Moderate or Low pollen warnings depending on each location.
According to a company spokesperson, advertisers are increasingly looking for clever ways to maximise audience reach using out-of-home and with QMS’ flexible, quality digital network supported by intelligent and dynamic data. The company believes that understanding springtime pollen counts during peak hay fever season can help the growing number of Australian sufferers to proactively manage their condition.
There are multiple triggers for hay fever, but higher pollen counts in the air during springtime, is by far the largest cause of hay fever symptoms, which ultimately is one of the major causes behind this innovative tool. The campaign uses QMS’ premium digital billboard network to dynamically adjust the creative seen by those passing by, based on live pollen count feeds to deliver a High, Medium or Low pollen count warning.
For this, Amcal had created an intelligent out-of-home campaign that harnessed the mass reach, geo-location and dynamic flexibility that is synonymous with digital billboards. The billboards will appear in Sydney, Melbourne and Brisbane until the end of 2019.