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Author mhammink Published
14 September 2022

Gall & Gall introduces weather forecasting for DOOH

FILED UNDER: Innovation

Gall & Gall maximised a fantastic summer with a weather forecast feed in their DOOH campaign, inspiring summer weekend planning and stimulating in-store sales in anticipation of the days ahead.


Sunny weather conditions activate the ads in order to encourage future consumers to enjoy their summer plans with Gall&Gall

As the biggest alcohol retail chain in The Netherlands, they wanted to be central to summer, whether going to the beach with friends, camping with the family, or enjoying picnics in the park. Their cross-media campaign carried the strapline “Enjoy your summer with Gall & Gall” (in Dutch: Geniet van je zomer met Gall & Gall), and used DOOH for two elements, brand awareness and contextual sales.

Gall & Gall raised brand awareness with proximity targeting

The awareness flight ran for two weeks, focusing on broad reach for the campaign theme: Enjoy your summer with Gall & Gall. It targeted digital screens around Gall & Gall stores throughout the country, displaying the hero creative with the strapline.

Outdoor digital screens display creatives near Gall & Gall store locations in the Netherland’s biggest cities

Weather forecasting trigger for contextualised DOOH 

After this initial two weeks, the contextual burst was activated based on a weather trigger, but with the unique feature of looking to the weather forecast, not just the conditions on the day. Gall&Gall are aware that their customers plan and purchase ahead of their weekend, so wanted to capture that mindset and inspire their choices, whether catering for the barbecue beers at home, picnic wine box in the park, or the trip to the beach with a well-packed cool box. Combining this weather trigger with location targeting to post code level, they could appeal to their audience and their most likely, or local weekend hangout.

Want to know more about opportunities in DOOH?

To learn more about this campaign and the opportunities DOOH and mobile media bring, please get in touch! Call us on +31 20 702 8206, mail, or book a demo right away. Follow us on LinkedIn to keep up to date with news and innovative campaigns.

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