Turning Wellington Weather into a Reason to Escape
Turning Wellington Weather into a Reason to Escape This campaign for Visit Kāpiti and One&Only used Dynamic Creative Optimisation (DCO) to promote Kāpiti as a compelling coastal escape to Wellingtonians, activated by real time weather conditions in Wellington. When Kāpiti reached 20°C, billboards displayed the live “feels like” temperature, positioning the region as a warmer alternative just up the road. When rain began falling in Wellington, or cloud cover exceeded 75%, the creative automatically switched using local weather moments as timely prompts to travel North. By responding instantly to environmental triggers, the campaign stayed relevant, persuasive, and highly contextual, encouraging spontaneous trips, and weekend getaways by showing audiences exactly what they were missing, right when it mattered.
Turning Wellington Weather into a Reason to Escape This campaign for Visit Kāpiti and One&Only used Dynamic Creative Optimisation (DCO) to promote Kāpiti as a compelling coastal escape to Wellingtonians, activated by real time weather conditions in Wellington. When Kāpiti reached 20°C, billboards displayed the live “feels like” temperature, positioning the region as a warmer alternative just up the road. When rain began falling in Wellington, or cloud cover exceeded 75%, the creative automatically switched using local weather moments as timely prompts to travel North. By responding instantly to environmental triggers, the campaign stayed relevant, persuasive, and highly contextual, encouraging spontaneous trips, and weekend getaways by showing audiences exactly what they were missing, right when it mattered.