News

Weather-responsive DOOH campaign selling water guns, checkers in the UK

July 17, 2011

U.K. multichannel retailer Argos is incorporating digital out-of-home advertising into a new £4 million "order online today, enjoy today" ad campaign – with weather-sensitive programming to promote products like water pistols and barbecues on sunny days and boredom-curing indoor toys for rainy days.

The DOOH campaign by CHI & Partners, Mindshare and Kinetic recently went live across London, with the climate-responsive element of the campaign running on roadside digital 48 sheets, London Underground LCD six sheets and raildigital six sheets. Traditional out-of-home increases coverage through the use of large premium formats and cross-track 48 sheets. The campaign will run in bursts through the summer.

Argos Brand Advertising and Digital Manager Nicola Brown said in the campaign's announcement that her company was "excited to be embarking on our first brand digital out-of-home campaign."

"Argos is in a unique position to deliver the convenience and benefits of both online and high street store shopping – which means if you want an item online without delay you can get it. As the DOOH campaign demonstrates, it is critical when the sun shines or the rain falls to hit the right notes with customers to capture those impromptu purchases," she said.

''As digital is included in more out-of-home campaigns, it's great to see Argos taking full advantage of the flexibility of the digital formats," Carolyn Nugent, head of digital at Kinetic, said in the release. "The relevancy of the products is key to engaging audiences."