It’s cold right now in northern Europe, the heart of winter, when the thermometer drops below 0°C and bad weather dictates travel decisions. Ernest seized the opportunity for Andalusia to show off what it’s got. What it’s got right now is far less cold. And that’s very inviting when your toes are freezing even inside thermal socks.

This is how The Hacked Thermometer was born, an action that combines creativity with tangible data and real travel decision drivers. The simple OOH idea compares the real-time temperature in the billboard location with that in Andalucia.

At a time when European travellers choose destinations based on concrete experiences (weather, experiences, culture, day light), Andalucia´s strategy goes beyond traditional tourism promotional messages. It’s not about telling what the destination is like, but turning an everyday fact into an argument that directly connects with its audience’s motivations.

The OOH campaign is being amplified organically through media and social networks.

“The Hacked Thermometer demonstrates the power of connecting a destination with a truth as simple as it is undeniable: good weather is not a slogan, it is a fact. A minimal gesture to transform a daily comparison, checking the thermometer, into an invitation to change the scenery this winter,” stated Tania Riera, executive creative director at Ernest.