Heineken uses real-time weather data for ‘Temperature-Triggered’ DOOH campaign

Heineken has launched a sophisticated DOOH campaign across the UK, the Netherlands and Canada. that turns the local weather into a real-time advertising trigger. The campaign moved beyond static scheduling, instead utilizing live temperature data to activate specific creative content across digital screens. This programmatic approach ensures that the brand’s “ice-cold” messaging only dominates the streets when the mercury rises to a specific threshold, maximizing the psychological appeal of a chilled beverage during heat spikes.

The creative execution centers on the visual of a frost-covered Heineken bottle, designed to create an immediate sensory connection with commuters and pedestrians. By using weather-sync technology, the brand eliminates “media waste”—avoiding the promotion of cold drinks during cooler periods and focusing 100% of its visibility on high-heat windows where consumer intent is at its highest. This synchronization allows Heineken to occupy a prominent space in the consumer’s “path to purchase,” appearing on high-traffic transit routes and near retail points exactly when the need for refreshment is most acute.

Strategically deployed across major urban centers, the campaign demonstrates the growing power of data-driven DOOH to foster contextually relevant engagement. By using temperature as a creative catalyst, Heineken effectively shifts from traditional brand awareness to high-utility advertising. The result is a highly responsive campaign that aligns the brand’s visual identity with environmental cues, ensuring that the iconic green bottle remains top-of-mind the moment the sun comes out.