AAMI has recruited outdoor company oOh!media to deliver a digital creative signage campaign for its Roadside Assistance product based on weather conditions.
Harnessing oOh!media's digital media, the campaign uses signage with multiple displays based on sunny, rainy, cloudy and windy weather conditions.
Currently 32 per cent of oOh!media's revenue comes from digital outdoor, which the company expects will surge to 50 per cent by 2018.
However general manager of Opus Group's outdoor division Cactus Imaging, Keith Ferrell says printers should not view digital as a toothed tiger.
"Some people see it as a threat, I actually see it as an opportunity believe it or not.There are opportunities in digital for companies providing outdoor if they have their house in order," he tells Australian Printer.
"I believe that static print combined with digital billboards becomes a strong mix. It is really up to the print companies to be able to start turning things around in 24 hours, and that is where I see the opportunities."
The smart feature utilised in the AAMI signage is called digital media weather triggering technology which uses a RSS weather feed from the Bureau of Meteorology.
This results in changing headers such as: 'You'll be singing in the rain with AAMI Roadside Assistance' and 'No matter what the clouds bring, we're here to help.'
CEO of oOh!media, Brendon Cook says the smart technology facilitates a connection between advertisers and motorists. He says, "It is a really smart concept for an insurance company to leverage the local weather conditions to attract attention, relate to the audience and promote its service."
AAMI brand manager Anthony Russell adds, "By tapping into local weather conditions and dynamically serving ads to match, we are grabbing drivers' attention in an entertaining and relevant way which will increase recall for the advertising and brand.
"Weather is a natural fit for any insurance company, but our positioning of being 'not very insurancey' enabled us to have a bit of fun with the advertising and we are all really proud of the finished product."
Spicers has recently started supplying digital outdoor solutions to its clients which were on display at its Visual Impact Sydney stand.
Spicers LED specialist Simon Biton says, "For us, getting involved has been a natural progression. We have gone from supplying paper, to signage materials because printers have started buying wide format printers, to the next big thing which is digital signage."
AAMI's weather-triggered Roadside Assistance campaign kicks off this week across landmark roadside locations including North Melbourne, Rundle Mall in Adelaide, Story Bridge in Brisbane, Mitchell Freeway in Perth and Southern Cross Drive in Sydney.
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