Coolcation in Salzburg's Lungau region: Data-based DOOH campaign lures city dwellers to enjoy a few refreshing nights in the cool mountain air

Salzburg's Lungau region and Mediaplus Austria implement an innovative and programmatic digital out-of-home campaign that optimally appeals to city dwellers in the hot summer months and invites them to spend a few restful nights in the mountains.

When the summer heat strikes in major cities such as Vienna, Graz, Linz and Salzburg, temperatures rise above 20 degrees at night and sleep suffers, Salzburg's Lungau region advertises with its 19 degree nights. For this, Mediaplus Austria combines digital City Lights and programmatic advertising with live weather data, enabling advertising to be played out precisely when the need for cool sleep is greatest - during the so-called tropical nights.

With a daily reach of around 300,000 visual contacts in Vienna's Stephansplatz subway station alone, up to 5 million contacts will be generated over the summer. In particularly hot weather, this figure could even rise. In addition to the integration of live weather data, the playout was adapted to the sleep rhythm of Austrians: the motifs are only shown early in the morning and in the evening in order to address the target group at the right time. Salić GmbH, a creative agency located in Salzburg, created the visuals for this innovative campaign.

The DOOH campaign was supplemented by a social media component, which was also using live temperature and retail media data.