Live UV Awareness Campaign – Turkey 2025
Campaign goal
Raise awareness about daily sunscreen use in Turkey by delivering a message that’s both timely and relevant. The objective was to connect with audiences at the moment they needed the product most – when UV levels were high.
Creative idea
The campaign combined 3D visual effects with a live UV data feed from Istanbul.
As users saw the ad, it displayed the current UV index in real time. When the UV level was high, the ad prompted users to protect their skin with Neutrogena sunscreen.
This dynamic, context-driven approach transformed the ad into a useful tool – blending brand messaging with actionable, real-world information.
How DOOH plus digital retargeting worked
DOOH screens in high-traffic areas delivered UV-aware creative in real time.
Anonymous location signals such as mobile IP or proximity data were used to identify individuals exposed to the DOOH display. This enabled retargeting on mobile with high-impact digital ads that reinforced the UV awareness message.
The campaign provided a smooth shift from public exposure to personal device engagement and created a unified omnichannel experience.
This approach bridges the visibility strength of DOOH with the measurability and interactivity of digital retargeting.
According to industry data, combining DOOH with mobile retargeting can boost reach as much as threefold and increase engagement by nearly half (Source)
Research also shows consumers are significantly more likely to engage with digital ads after seeing the same campaign on DOOH (Source)
Success data
Impressions | 3.78mil. |
Clicks | 32.5k |
CTR | 0.86% |
Average view time | 16.13s |
Conclusion
This campaign showed the power of context-aware, data-driven advertising. By combining real-time UV data on DOOH with high-impact digital retargeting, Neutrogena boosted engagement and reinforced credibility.
Brands that prime audiences in public and then follow up via personal devices deliver stronger performance and higher recall.
Key takeaways:
Using DOOH to prime attention and then retarget through high-impact digital channels creates an effective, measurable omnichannel strategy that enhances reach, engagement and brand impact.