Peters Proud and Punch cools down Outdoor for summer

To promote their Proud and Punch vegan ice-cream range throughout the summer, Peters used weather triggered digital Out of Home (DOOH) with updated weather conditions and temperatures, to let audiences know how hot it was and the perfect vegan ice-cream flavour to purchase to cool off. 

In addition to displaying the weather, the creative would rotate based on changes in temperature throughout the day. When the temperature was beneath 15 degrees; the Strawberry Acai creative would display. Above 15 and below 31; it was the tasty Chocolate and Banana, and once the temperature broke 32 degrees, the refreshing Mango and Coconut flavour would display. 

The digital campaign was complemented with classic large format and retail placements, to reach audiences throughout their journeys.

“Judging the OMA’s Creative Collection competition is never an easy task, with the variety and excellence of OOH campaigns put forward sparking vigorous debate between the judges. However, I was instantly won over by this campaign from Peters for its use of bright, simple creative that harnessed the agility of DOOH to deliver contextually-relevant messaging in the right place at the right time,” said Emma Ward, Communications Manager, OMA.

The Peters Proud and Punch campaign was the Best Use of Digital winner in the OMA’s Q1 2020 Creative Collection competition.