In brief

• Gripex Hot Max packaging appears in Polsat's weather forecast via augmented reality.
• The campaign was prepared by USP Zdrowie with the media agency Wavemaker from WPP.
• The product appears in the virtual studio beside the weather presenter after the evening news.

Augmented reality placement in the forecast

USP Zdrowie, working with the media agency Wavemaker from the WPP group, has launched a campaign for the Gripex brand in the weather forecast broadcast after "Wydarzenia" on Polsat (Gripex reklamuje się w prognozie pogody Polsatu. Z użyciem rozszerzonej rzeczywistości – Wirtualnemedia.pl). Wavemaker handled the media side of the placement.

Using augmented reality technology, packaging of the Gripex Hot Max product appears in the virtual studio beside the weather presenter. The product becomes a visible element of the set rather than a conventional spot break.

Context of the campaign

The placement is part of a wider trend in which brands test interactive formats within news and information programming. Sponsored elements integrated into the presentation of the forecast are less common in Polish television than traditional commercial blocks, which makes the format notable for media buyers and marketers.

What the campaign means for viewers

The weather forecast remains one of the most watched segments of the Polsat evening schedule. With the augmented reality element, viewers see the product inside the broadcast itself. Industry observers will be watching how the audience responds to product integration in a segment normally dedicated to meteorological information.