The Danish Lottery wanted to promote its daily “Magic Hour” and create a sense of urgency around the purchase of tickets.
This one week campaign, delivered within the 2 main Danish Media owners (Clear Channel and JCDecaux), used a bespoke time scheduling solution and a dynamic integration within the creatives.
By scheduling specific creatives based on the time of the day and on the daily offer, the Danish Lottery always displayed the most contextual and updated creative. Furthermore, to grab the attention and to create a sense of urgency, a daily real time countdown integrated within the creatives was displayed on every screen.
Liveposter built 3 templates displaying a welcome message when priority flights landed for 45 minutes, giving passengers time to leave the aircraft, and reach arrivals.
Using flight data Liveposter triggered a welcoming native language message in each airport’s arrival terminal as a priority flight arrived. This would join previously triggered native language copy on rotation allowing multiple copy rotations at each terminal.
Selected arrival terminals had vending machines where the International Sim could be purchased. Panels in proximity to these were identified and a call to action directional message would remind people to purchase a sim before they left the airport, and where they could find a vending machine in that area.Weather data was used to determine good and bad weather conditions sharing the appropriate message and helping people prepare for what to expect when they left the airport. These data types were combined to create a complex matrix targeting 20 countries with 12 different languages layering vending machine directional mapping data, flight data and weather data to decide what message was most relevant during that moment based on the environment and its conditions. The campaign ran throughout the summer from June to August at London Heathrow with JCD and throughout July at Manchester international airport with Primesight in arrivals at selected terminals.Flight data to trigger native language at flight origin in airport arrivals with current UK weather and directional to purchase sim cards from airport kiosks.