Manutan is a leading distributor of utility products, offering an extensive range of items that cater to both business and consumer needs.

With a myriad of products ranging from industrial equipment to seasonal essentials, their catalog is vast. Operating in the Netherlands and Belgium, Manutan recognized that consumer demand is heavily influenced by local conditions, necessitating a smarter, more agile approach to digital advertising.

The primary obstacle was the extreme weather dependency of their product lines. Manutan needed a way to promote the right products at the exact moment they became relevant to the consumer. Specifically, they aimed to:

• Target the 6 largest cities in the Netherlands, plus Brussels.

• Eliminate the manual effort of switching ads based on changing forecasts.

• Increase relevance by displaying the exact local temperature within the ad creative to drive immediate engagement during the peak summer and winter months.