Dolomiti Superski – live images in DOOH
Dolomiti Superski attracts visitors to its ski area with a highly innovative campaign: live images from the mountains are shown on DOOH.
Bright blue skies, a breathtaking mountain panorama and slopes that make the heart of all winter sports fans beat faster: The Dolomites in South Tyrol have a lot to offer for skiers and snowboarders. This was clearly demonstrated to passers-by in Munich and Stuttgart. Dolomiti Superski, an association of 16 ski resorts, launched a winter campaign that was a novelty on the German market. The campaign was conceived by the agency Saint Elmo’s Tourismusmarketing, which specialises in marketing for destinations, tourism associations, hotels, gastronomy and the sports and leisure industry.
THE MEDIA STRATEGY
The Dolomiti Superski campaign used a dynamic content approach (agency: NFQ) to control seven webcams in the ski resorts, which transmitted live footage to DOOH screens in the city centres. Viewers saw the latest images from the Dolomites, with the name of the area and the current temperature always displayed.
OUR STRATEGIC APPROACH WON BRONZE AT THE DCC IN THE CATEGORY “BEST USE OF DATA”.
A sophisticated programmatic control via Active Agent’s DSP ensured in the background that the ski resort presented itself with the most beautiful images. Every 30 minutes, weather conditions were automatically queried and their results included in the selection of the creatives. In case of rain, heavy snow or heavy cloud cover, back-up motifs were shown instead of live shots.
The winter campaign was implemented on 667 screens on the Infoscreen and Station Video media. In addition, the campaign was extended to the smartphone via a geofencing approach around the selected DOOH advertising media. People who belonged to the target group of winter sports enthusiasts and passed by the digital screens during the campaign were subsequently addressed again via mobile ads.
Dolomit Superski’s winter campaign shows how creative, imaginative and targeted we have become in addressing specific target groups in the public space. The campaign will certainly inspire other advertisers to increasingly include DOOH and mobile ads in their planning.