Pimm’s O’Clock: Summer-activated outdoor campaign reacts to weather
Diageo is launching a handy out-of-home (OOH) campaign to let thirsty commuters know when it's time to grab a jug of Pimm's.
Diageo is launching a handy out-of-home (OOH) campaign to let thirsty commuters know when it's time to grab a jug of Pimm's.
Diageo is launching a handy out-of-home (OOH) campaign to let thirsty commuters know when it’s time to grab a jug of Pimm’s.
Running across London and Birmingham on Thursdays to Sundays during peak commuter periods, the OOH ads are triggered by warm weather (21 degrees or above).
Planned by Carat and Posterscope, the weather-activated campaign runs across a combination of 12 of Ocean Outdoor’s.
Powered by LivePoster, the ad shows a Pimm’s bottle and a jug of the fruit cocktail, the ‘Best Served with Sunglasses’ campaign broadcasts local temperatures within the vicinity of each OOH site.
Joanna Segesser, senior brand manager for Pimm’s at Diageo said: “Consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.
“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”
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