Armed with Accutemp’s brand position, “Service to the Highest Degree,” a multi-channel creative strategy was developed that communicated the value of choosing Accutemp while giving people something of value (weather updates). As another benefit, the campaign connected the weather to Accutemp’s service offerings in an entertaining way by mimicking the anticipation created by weather forecasts on digital billboards. The billboard and online display ads served dynamic weather ads using creative response technology, meaning that the creative would change based on the actual temperature and weather conditions.
The campaign consisted of the following tactics: digital billboards, animated display ads, direct mail and radio endorsements. The digital strategy employed demographic, behavioral, contextual and retargeting tactics across desktop, mobile, and tablets. From a media perspective, the campaign targeted seven zip codes of dense neighborhoods that fit with the target consumers demographics and had homes that were more likely to need heating and air maintenance. The hyper-targeted approach had little waste, letting the creative do the hard work across outdoor, digital display, social media, and direct mail.
