Every year, winter sports enthusiasts risk their lives by entering closed-off avalanche zones. But how do you reach people who ignore traditional warning signs? By using a medium that is guaranteed to get their attention: their own smartphone.

Together with the Diedamskopf ski resort, we turned digital advertising into an intelligent avalanche warning system. Instead of promoting products, “Avalanche Alert Ads” personally warn skiers and snowboarders about life-threatening descents.

To make this possible, real-time avalanche reports, topographical data and GPS technology are combined with programmatic advertising. Anyone entering a closed-off avalanche zone automatically receives a personalized warning on their smartphone once they return to a safe area – directly through apps and websites they already use. No additional app or registration required.

The result: 37% fewer entries into closed-off avalanche zones and a reach of 90% of smartphones in the area.

Turning digital advertising into more than just communication: a safety infrastructure that changes behavior and can help save lives.

Warning signs get ignored. Smartphones don't.