Google reacts to the volatile British summer weather with data-driven billboards
Digital campaign responds to temperatures, time of day and more
Jul 31, 2019
So far, the British weather this summer has veered from downpours to heatwaves -- but at least Google's advertising is prepared.
The company's latest digital billboards use technology from Grand Visual to react to weather changes, temperature, time of day, cultural events and more to give contextual messages relating to Google Search functionality. For example, some show popular city-wide search terms such as "best ice-cream in Glasgow" or "Parks near me" while others will ask questions such as "Need somewhere to cool off in the 33 degree heat?" Some creative will also tap into live news from events such as the Ashes cricket tournament.
The campaign was created by 72andSunny Amsterdam, produced by Grand Visual, and planned and booked by OMD and Talon. It's running until August 25, across transit, retail and city center locations including London's high profile Old Street billboard site, where it will have an extended run.