IKEA

THE CHALLENGE

Reach people precisely at the time when nighttime heat stress is at its peak and the need for cooling is particularly high.

THE OBJECTIVE

Enhance relevance and visibility of the ‘Cooling Summer’ products and promote them in those moments when heat and poor sleep are prominent in the target audience’s everyday lives.

THE SOLUTION

Time windows with a high probability of tropical nights were identified for the campaign. The pDOOH campaign leveraged real-time weather data to automatically activate the creatives after each tropical night in the affected regions, accounting for regional differences.