Burger King in Russia launches temperature-activated OOH campaign

Posterscope Russia and Vizeum launched an innovation OOH campaign for fast food client Burger King. At the heart of the campaign was the insight that food consumption depends on weather conditions: when it’s cold there is a preference for hot and hearty food but in the heat…cool and easy fare was desired.
Traditionally outdoor advertising does not allow for quick adaption of copy so the project team at Posterscope looked to provide a technical solution.  The campaign in Moscow involved 43 digital screens, located in proximity to Burger King Restaurants, fitted with innovative technology which allowed for weather-activated advertising.    When the temperature reached over 25 degrees the screens broadcast milkshake creative, when the temperature was low, images of hot food was served.
“It is a new format in the capital’s outdoor advertising landscape. Ultimately, the use of technology increases the efficiency of the advertising campaign: the consumer is delivered the message that really meets their needs here and now “, – said Mikhail Nesterov, head of the planning advertising media Vizeum.