Dynamically Dealing with the British Weather in Digital Audio


Dynamically Dealing with the British Weather in Digital Audio, MediaCom with Centrica / British Gas
In cold weather, nothing strikes fear into a Brit like the threat of coming home to a broken-down boiler, no heating and no hot water. So, to prompt people to take action to protect their boiler, we dynamically tailored our audio media and creative to increase urgency every time the temperature dropped. We proved delivering dynamic audio in real time delivers better response, conversion, and cost per sale than traditional messaging. Combining data, media and creative resulted in the most personal audio campaign yet, DOUBLING conversion vs. traditional audio creative.

Media Director: Christofer Beckman
Creative Agency: Ogilvy