Co-op runs dynamic DOOH marketing campaign

The Co-op is running dynamic digital out of home (DOOH) marketing campaign that uses weather, time of day and location data to trigger contextually relevant advertising.

Promoting more than 20 of its summer food products, the dynamic marketing drive will also include directional messaging to inform passers-by where the nearest Co-op store is located.

The DOOH ads will appear until the end of August on over 600 roadside and rail digital screens, and they are part of the wider “Co-op Summer” national ad campaign appearing on audio-visual, print, radio, digital video and social media.

Elaine Jones, media planning manager at Co-op, commented: “Digital out of home’s ability to serve creative and relevant messaging at a time when we know shoppers will be receptive to our communications, and close to a store where they can explore our ranges for themselves, was an exciting and compelling proposition.”

OOH and location marketing company Posterscope launched the campaign for Co-op, in collaboration with digital marketing agency Carat. The creative executions were developed by Lucky Generals, each with their own unique data triggers embedded.

Lee Mabey, integration strategy director at Posterscope, said: “This trigger-led approach to DOOH allows the Co-op to align its advertising to summer moments that matter and make its products as contextually relevant as possible for consumers across the country.”

The ads have been running through the summer and were digitally designed to tie in with major events such as Wimbledon in July, and this month’s Notting Hill Carnival – showing food products relevant to these occasions.

One of Co-op's campaigns on a UK high street
One of Co-op's campaigns on a UK high street

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