For Dulux's latest campaign, they wanted to target homeowners in the historically DIY-heavy months of summer in Australia. Promoting their Weathershield product, this campaign made use of a programmatic weather trigger to display dynamic creatives based on the weather in the specific location at the time, as well as create an ease of proximity to retailers by targeting screens within 3km of Bunnings stores.
Weathershield is durable against rain, sun and has UV protection. Using data from IBM WeatherFX, different creative variations were served dependent on the weather, with several creative variatons for sunny, windy and stormy weather.
Uniquely, control for this weather-targeting activation was completely on the buy-side. 10M+ total impressions were served, with 4M+ coming from JCDecaux.
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