Making Science

Google takes Summer campaign to DOOH with location- and weather-triggered creative

David Murphy

Google has extended its ‘Make the Most of Summer’ campaign to Digital Out of Home (DOOH) with a responsive, data-driven, push that promotes the little ways in which Google is there to help people enjoy the summer. The campaign showcases Google’s Search functionality with popular city-wide summer search terms, such as ‘Best ice cream in Glasgow,’ or ‘Parks near me’.

Full motion sites across London, Manchester, and Birmingham, also list the results for search terms, including star ratings, opening times, and map directions with creative also reacting to time of day and local weather conditions.

At the Old Street roundabout in London, the creative features additional location-specific, weather, time, day, and temperature triggers, and taps into cultural events such as the forthcoming Ashes cricket series between England and Australia.

Dynamic creative is delivered via OpenLoop, the Dynamic Creative Optimisation ad server from ad QDOT. Google Search trend data powered the creative development.

Google’s Media Lab, Consumer Marketing and Creative Lab teams worked alongside agency partners to conceive and deliver the project. Created by 72andSunny Amsterdam, and produced by Grand Visual, the campaign was planned and booked by OMD and Talon and runs across transit, retail and city-centre locations until 25 August, with an extended run at Old Street roundabout.