Spring into Kings

Spring is a crucial season for Kings Plant Barn, the much loved Auckland garden center, where weather significantly influences consumer behaviour. Auckland's unpredictable spring weather—sunshine one moment and rain the next—shaped the DOOH strategy for the ‘Spring into Kings’ campaign. This dynamic campaign utilises LUMO's creative flexibility, targeting capabilities and programmatic technologies to respond to real-time weather changes, enhancing relevance and engagement.

Site selection focuses on locations within an 8km radius of six Kings stores across Auckland, ensuring visibility to potential customers. The campaign employs two day and time targeting approaches: one for branding, aimed at generating foot traffic ahead of weekends, and another for retail, timed for key sales events. To better connect with gardeners and plant lovers we leveraged the creative flexibility offered by dynamic technologies for the brand layer of the campaign. The messaging adapts based on weather conditions, with conditional creative linked to a MetService API that provides real-time weather data.

Each creative execution is tailored to reflect the current weather, featuring relevant headlines and images that encourage people to visit Kings Plant Barn with messaging relevant to the weather and gardening. Finally, different weather conditions trigger various creative executions, ensuring no messaging is displayed during rain, maximising the campaign's effectiveness. This strategy prevents wasted impressions during poor weather, allowing for timely and relevant consumer engagement.