Dale Farm - Kinetic IE

The objective of the campaign was to raise awareness of the Dale Farm ice cream range and drive traffic in-store on sunny days.

We used digital Out of Home dynamically to deliver the Dale Farm message at the right location and at the right time, when the temperature was high.

HOW

Dale Farm raised awareness of its new range of ice-creams and ‘Fruit Blasts’ through an innovative approach with their OOH campaign.  As well as running a multi format OOH campaign across Static & Digital OOH formats, campaign featured a location specific and temperature triggered element through Digital Out of Home formats.

WHERE

Campaign ran nationwide  and was powered by Kinetic’s D:FOUR RUSH delivery platform.  D:FOUR RUSH allowed the platform to deploy location specific and weather triggered  content at key moments.

When the real-time temperature sensors were triggered, creative was adapted accordingly to display when the temperature ranges between 18 – 30 degrees.

Sites were located in proximity to convenience stores and supermarkets.

WHEN

The idea behind the campaign was to encourage consumers to take their taste buds back to fond moments while enjoying a Dale Farm ice cream. The Digital Out of Home element only ran on sunny days across June and July.

From Kinetic Insight, the campaign achieve a liking score of 93%.
41%
unprompted awareness score across All Adults.
89%
of respondents thought the ads were appealing.
39%
of the target audience, noticed the change in temperature on DOOH they were exposed to.