Ebay: Weather-Driven Spring Campaign, 3

Credits & Description:

Category: Retail Services
Media: Outdoor
Brand: ebay
Agency: 72andSunny
Geo: United Kingdom
Advertising Agency: 72andSunny, UK
Production Company: Grand Visual
Media Agency: MediaCom
Campaign Management: QDOT
Ad Tech: OpenLoop
Media Owner Networks: Clear Channel
Data: Met Office
Published: March 2018
Synopsis:
The UK-wide automated campaign is agile, adapting to Britain’s turbulent springtime weather to contextualize its offering and align popular springtime pursuits and product lines with real-time conditions.
eBay brings colourful shopping inspiration to the streets in a nationwide digital out of home (DOOH) drive designed to bring the online retailers vibrant product lines to life. Popular springtime pursuits and product lines are aligned to real-time weather conditions in a UK-wide campaign that spans transit, retail and roadside environments and runs until the 8th April. The campaign taps into those activities ritually undertaken at the start of the spring season and encourages passers-by to "shop like nobody else" and to "make springtime spectacular." Colourful product offerings are then matched to real-time Met Office data, for example, promoting their range of gardening products during sunny days, or suggesting a wardrobe overhaul, or some home improvements during wet and cloudy conditions. The automated campaign is agile, adapting to Britain’s turbulent springtime weather to contextualise its offering. Dynamic content is managed and delivered by QDOT, using the ad tech platform OpenLoop to analyse real-time Met Office data and distribute to multiple screen formats and networks across the UK. The campaign was created by 72andSunny, produced by Grand Visual, with media planning and buying by Mediacom. The digital OOH activity supports a broader campaign created by 72andsunny, which runs across digital, social, radio, VOD and TV and encourages shoppers to break away from "beige".