Create ideas using: Dynamic Connections
What does 'dynamic connections' mean for a campaign?
It means connecting something internal about your brand (something you control) with something external (something you don't control, like weather, traffic, time, location, current events). When those two things interact, something interesting happens. Maybe your product changes based on weather. Maybe a service appears when traffic is heavy. Maybe a message changes based on time of day. You're not controlling either variable alone; you're making them dance together. It creates relevance and surprise because the campaign changes with reality.
How do I create dynamic connections that feel smart instead of gimmicky?
The connection has to make genuine sense. If you're connecting weather to your product, it needs to actually relate—not just 'it's sunny, here's our sunny product!' But 'it's rainy outside, here's how our product helps you stay dry or comfortable during rain.' The external event should trigger a genuinely relevant response from the brand. That's when it feels smart instead of random.
Example: How it could look
A coffee brand could use dynamic connections: when the temperature drops, ads show hot coffee deals. When it's Monday morning, messaging shifts to 'power through.' When it's 3 PM, a different message about afternoon ritual appears. The campaigns changes in real time based on external conditions because the product is genuinely more relevant in those moments. It's not gimmicky; it's just smart communication that responds to reality.
Or like this:
Why is Dynamic Connections a great technique?
Dynamic-connections campaigns work because they make the brand feel responsive—adapting to real circumstances creates relevance and surprise.
Makes brand communication feel intelligent
Creates relevance by responding to real conditions
Generates surprise through responsive messaging
Builds perception of brand understanding
The strongest dynamic campaigns make the brand feel like it understands what people are actually experiencing. When communication shifts with reality, it feels smarter than static campaigns.
! When not to use the Dynamic Connections Technique
When the connection between external factor and brand response doesn't make sense. Also skip it if you don't have the technical capability to actually implement dynamic connections reliably—if ads don't update properly or the response is confusing, it breaks trust.