7Digital and programmatic platform Bonzai built dynamic standard and rich media creative to pre-empt days of extreme weather conditions forecast by Bonzai’s weather API.
To further align with weather content, 7Digital worked with OMD to identify and prioritise weather keywords across 7NEWS.com.au. Bonzai built creative which ran exclusively on extreme heat, water, storm or cyclone-related content across the platform.
The first brand to launch commercial content on 7NEWS.com.au, 7Digital’s commercial content team created a series of articles focusing on different weather themes. Produced in the tone and voice of 7NEWS.com.au, the content built on the site’s ethos of sharing relevant, community-based information.
During the bushfire season, 7Digital leveraged Facebook Live to deliver real-time video news and updates of bushfire conditions providing an instant source of content for Queenslanders. Suncorp was integrated across this content allowing the insurer to communicate the brand message and build a deeper connection with users, all while being positioned on the ground in times of need for people in the sunshine state.
The campaign exceeded all targets set including views and impressions. It was highly effective in reaching Queenslanders and driving the important and compelling message: Suncorp is the insurance provider of choice for during the Australian summer. The campaign was a sizzlingly delicious success, tracked with an EQ Lift and Custom Audience Study.