Ogilvy places real-time weather ads in Colombo for Sprite
Ogilvy Media, a strategic and media buying agency in Sri Lanka, created a real-time weather check system with tailored messaging, aimed to excite the public to ‘beat the heat’ with Sprite.
Sprite is a brand of Coca-Cola Sri Lanka and this aligns with the brand’s global summer campaign this year, which aims to inspire consumers to drink Sprite, particularly in hot weather conditions, to cool off.
Ogilvy Media developed an innovative campaign that uses an outdoor LED system to display the temperature at key locations in Colombo with customised messaging on each display, based on the temperature at each location.
The real-time weather update was displayed at a specific time of the hour with a customised message, which automatically analysed the temperature, humidity, and weather patterns at that moment. The system was developed to pick up over 30 weather patterns along with temperature and humidity levels, in order to display custom messages.
The real-time weather updating advertisements are in eight key locations in Colombo including the Liberty Plaza Roundabout, Town Hall, Bambalapitiya, Independence Arcade (BMICH), and Dutch Hospital.
Ogilvy Media Managing Director Lalith Sumanasiri noted: “We are always searching of new avenues to connect brands with their audiences, keeping in mind the changing behaviours and habits of people. Ogilvy Media holds a strong innovation track record and we will continue to develop new ways to cut through the clutter, merging the best of the best local creativity and talent with international resources, for our clients.”
Ogilvy Media partnered with ADA Digital Singapore and Emerging Media to introduce the system for the first time in Sri Lanka. ADA Digital Singapore developed the back-end programme for the system and Emerging Media, the leading outdoor digital screen operator in Sri Lanka, integrated and executed the programme locally to successfully launch the campaign for Sprite. The creatives for the campaign were developed by Phoenix Ogilvy.