When the temperature is already in the negatives and you're struggling to stay warm, it's not often that you wish it would get any colder—unless you're staring at this interactive advertisement from Mark's. Billboards were set up across multiple locations in Toronto, transforming digital bus shelter ads into places where consumers could keep an eye on sales. As the temperature dropped, the sale percentages increased. For instance, at -15°C, Mark's ran a promotion for the day of 15% off storewide. 'The colder it gets, the more you save' campaign is running throughout the month of February, turning gripes about the cold weather into wishes that it would stay frosty a little bit longer.
Taking inspiration from this style of campaign, Mark's is considering other location-specific marketing, such as promotions that coincide with heavy rainfall in Vancouver or snowfall in Calgary.
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