Press Releases/  Embrace #WarmerMoments with Bord Na Móna’s Thermal-Activated Digital OOH Campaign

Embrace #WarmerMoments with Bord Na Móna’s Thermal-Activated Digital OOH Campaign

Bord Na Móna, the leading manufacturer and distributor of solid fuel products, is embracing the weather to promote its ‘Fireheat’ smokeless coal briquettes. To engage with consumers, the company has teamed up with Kinetic, the OOH agency, and OMD Ireland to produce an exclusive, weather-triggered Digital Out of Home campaign. The innovative campaign utilises a real-time, live temperature feed and pushes out the digital OOH content in a relevant and hyper-contextual manner.

With temperatures set to drop further, the Bord Na Móna campaign displays in real-time when the temperature drops below seven degrees, encouraging consumers to enjoy #warmermoments. The thermal-activated campaign is displayed on digital rail and mall dPods from Exterion Media and Digitower and DigiXTower from Adtower Ltd. These formats are located strategically at retail outlets, rail stations and forecourts across the country.

Targeting consumers on the go, the campaign also features a geo-fencing element. The NEAR platform leverages behavioural and app data with real time location data to push mobile adverts.  Audience hot spots as well as commuter hubs and key retail outlets have been geo-fenced to extend the reach of the campaign.

Speaking about the innovative campaign, Michelle Bulger, Account Manager, Kinetic said: “The use of dynamic content allows us to plan an effective and engaging Out of Home campaign that targets Bord Na Móna’s consumers in the right environment, and of course at the right temperature! By including geo-fencing as part on the campaign it enables us to further connect with audiences on the move and deliver relevant content.”

Speaking about the Warmer Moments campaign, Karen Smyth, Marketing Manager, Bord na Móna said “As the days get colder, the time comes to enjoy Warmer Moments with Bord na Móna. The use of thermal activated digital outdoor is perfect as it enables us to deliver content that is relevant and engaging. The addition of geo-fencing means we can also target specific audiences, such as commuters heading home on dark winters nights and looking forward to the warm welcome of a cosy fire at home.”

The campaign is running across November and December.