Industry
Retail
Objective
Kamik set out to boost awareness and sales of its rain and winter boots in Montreal and Toronto by tapping into weather-triggered DOOH advertising.
Results
The campaign successfully reached audiences across both English and French markets with contextually aligned creatives that resonated during rain, snow and extreme cold.
Key Product
Weather triggers
Turning traffic into a Montreal moment
Kamik, alongside its agency EspaceM, partnered with Vistar Media to maximize the power of weather-triggered digital out-of-home (DOOH) advertising. Anchored in strategic weather trigger storytelling, the campaign aimed to increase awareness and drive sales of Kamik’s rain and winter boots across Montreal and Toronto, tailoring creatives to both English and French markets.
Right place, right forecast, right time
Kamik leveraged Vistar's weather trigger capabilities to deliver highly relevant messages to consumers based on the current weather conditions in their local area. This campaign featured three different creative assets aligned with three unique weather conditions: rain, snow and "unreasonably cold temperatures”.
Weather-related insights allowed the brand to display contextually relevant messaging to consumers precisely when they needed durable boots the most. By rooting its creative strategy to reflect Montreal’s street style, combined with personalized weather data, Kamik seamlessly connected its brand to Canadians’ immediate footwear needs.
Creative that connects to their audience in both languages
Tailored to the specific French and English market requirements, the brand successfully implemented static and video creatives in both languages programmatically. The dual language ad concepts ran across a variety of venue types to reach people as they went about their day, including: movie theatres, recreational locations, gyms, salons, outdoor billboards, bus shelters, urban panels, subways and apartment buildings, as well as outside key retail locations such as SportChek, Canadian Tire and MEC.
A playful & wintery twist on brand storytelling
Through creative storytelling, contextual relevance and the power of weather-triggered out-of-home (OOH), Kamik showcased its products in an authentic and memorable way. This campaign is a testament to the strength of DOOH in driving engagement, fostering brand loyalty and creating meaningful connections with consumers.
