“Go out anyway”, says the latest campaign by outerwear brand Columbia Sportswear, which uses real-time weather data to provide personalised DOOH ads which lean into a favourite British topic, the unpredictability of the weather.
Developed in partnership with Rapport agency’s IMPACT team, the innovative campaign features irreverent, tongue in cheek copy that pokes fun on stereotypes associated with the British weather.
It integrates real-time weather data to create personalised weather associated adverts which are set to roll out across high footfall locations in London and Manchester, including a hero execution at Waterloo station.
The high-traffic locations play host to 1.2 million commuters each day.
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“At Columbia, we believe there’s no such thing as bad weather, something which we believe Go Out Anyway perfectly captures through the lens of our leading Omni-Heat Infinity technology,” said Columbia Sportswear European marketing director Pascale Graffman.
“In our data-driven world, we wanted to find an innovative way to utilise the tools at hand to deliver messages which resonate with our customers in a more impactful way.”
“The dynamic DOOH campaign reflects Columbia Sportswear’s commitment to innovation and consumer-centric marketing strategies, providing a tailored experience for our audience”.
