With the return of summer, festivals and outdoor activities, Belgians are spending much of their time outside. In response to this increased sun exposure, Partenamut has chosen Bauer Media Outdoor to roll out an awareness campaign on the risks associated with UV rays. Running until July 31, this Digital Out-of-Home (DOOH) campaign is featured on Adshel Live screens in train stations across the southern part of the country. It utilizes a creative and technological setup that adapts in real time to the local weather.
A DOOH campaign powered by live UV index data
To effectively reach families and commuters on the go, the DOOH campaign relies on Dynamic Creative Optimization (DCO) technology to adapt in real time to local weather conditions. As soon as the measured UV index crosses the threshold of 6, the visual created by the agency glooh. automatically updates on screen to remind passersby to protect their skin.
This campaign demonstrates the power of data-driven digital signage to deliver a public health message at the exact moment citizens need it most.
As Edouard Mombaerts, DOOH Programmatic Lead at Bauer Media Outdoor Belgium, explains: "This technology allows us to deliver the right message, at the right time, and in the right context to create dynamic and useful communication."
Born from the collaboration between Partenamut, glooh. and Bauer Media Outdoor, this campaign proves that leveraging local data can significantly boost the impact of messaging.
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