Frigid days? Jägermeister and Chocomel seize their chance

Data-driven campaigns at low temperatures

Some products just taste better when cold. Think of a warming shot of Jägermeister or a steaming mug of Chocomel. Two brands that cleverly capitalised on this moment were Jägermeister and Chocomel, with data-driven Digital Out of Home (DOOH) campaigns that were only visible at temperatures below 3°C and 2°C, respectively. These campaigns are telling examples of how advertisers are increasingly smartly using real-time data triggers in OOH campaigns.

Programmatic DOOH: visible at the right time

Both campaigns were purchased programmatically via a Demand-Side Platform (DSP). This lets you decide exactly when and under what circumstances your creation will be shown. Think of:

• Weather data (such as temperature or sun strength)
• Time of day or day of the week
• Location-specific triggers

This form of advertising maximises relevance and efficiency, and fits perfectly within the dynamic possibilities of Bauer Media Outdoor's DOOH offering.

Case 1 - Jägermeister: 'ICE COLD IS THE NEW HOT'

The Jägermeister campaign was only shown at temperatures below 3°C, AND exclusively at weekends. The targeting was: large cities with a lot of people on the streets. The campaign ran in:

• Eindhoven
• Tilburg
• Gouda
• Almere
• Utrecht

The visual expression was powerful, recognisable and perfectly tailored to the context of the moment.

Case 2 - Chocomel: 'KOU FROM YOU'

Chocomel launched a warm winter campaign that only came to life below 2°C. With the striking message 'KOU VAN JOU', the campaign appeared on digital screens in places such as:

• Utrecht
• Eindhoven
• Valkenburg
• Den Bosch
• Almere
• Gouda
• Tilburg

The expression played on recognisable moments: cold hands, red noses and the desire for something warm.

DOOH + data = maximum relevance

Both campaigns show how DOOH campaigns through programmematic buying seamlessly match target audience behaviour and feelings. By choosing temperature-based triggers, Jägermeister and Chocomel got maximum visibility at exactly the right time.

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