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Co-op Uses Weather, Time and Event Data for Dynamic Out of Home Summer Campaign

The Co-op has launched a nationwide dynamic digital out of home campaign that uses weather, time of day and location data, along with major events, to trigger contextually relevant ads for more than 20 of its summer food products.

Devised by Posterscope, in collaboration with Carat, the campaign aims to reach people looking for tasty foods as they plan to entertain friends and family at key moments throughout the summer months.

The highly targeted campaign will use the full dynamic capabilities of digital out of home to make the campaign as contextually relevant as possible. Twenty different hero product ranges will be advertised through multiple creative executions developed by Lucky Generals, each with their own unique data triggers including specific weather conditions, temperature and time of day, as well as reacting to major sporting and summer events such as Wimbledon and Notting Hill Carnival. The ads also include directional messaging to the nearest local Co-op store.

The digital OOH ads will appear until the end of August on more than 600 roadside and rail digital 6-sheets and InLink screens and are part of the wider ‘Co-op Summer’ national advertising campaign appearing on AV, Print, Radio, Digital Video and social media.

Elaine Jones, Media Planning Manager at Co-op, told us “As a convenience retailer we are best placed for all those unpredictable social occasions and have quality own brand food and drink to cater for all guests. Food is often a key ingredient in the moments that matter in our lives and we wanted a campaign that would inspire people to make our summer product ranges a feature of these moments. Digital out of home’s ability to serve creative and relevant messaging at a time when we know shoppers will be receptive to our communications, and close to a store where they can explore our ranges for themselves, was an exciting and compelling proposition.”

The Co-op is one of the world’s largest consumer co-operatives with interests across food, funerals, insurance, legal services and health. It has a clear purpose of championing a better way of doing business for you and your communities. Owned by millions of UK consumers, the Co-op operates 2,600 food stores, over 1,000 funeral homes and it provides products to over 5,100 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited. It has more than 63,000 colleagues and an annual revenue of over £10 billion.