eBay is a multinational e-commerce corporation based in San Jose, California that promotes consumer-to-consumer and business-to-consumer sales through its website. It is one of the most popular websites among users to buy and sell products. Lately, they have started a DOOH campaign to prompt shoppers to “make springtime spectacular” in the U.K. 72andSunny generated the campaign and Grand Visual produced it with media planning and buying by Mediacom, as per the recent press release.
Basically, the campaign consists of a variety of images of products that are matched based on the weather. During sunny days, for example, the displays feature gardening products and during rainy days they display home improvement products. QDOT manages the dynamic content via the ad tech platform OpenLoop, which analyzes real-time Met Office data to match the content with the conditions. This unique campaign is certainly an example of successfully engaging audience and drawing attention of the target consumers.
“This campaign uses the medium as a real-time marketing platform that is plugged in and responsive. Promotions are agile, tailored and contextually relevant. That is powerful,” Dan Dawson, chief creative technology officer, Grand Visual, said in the release.