This exciting new campaign for Pimm’s is a first for OOH.
‘We’re really excited about this trial which marks both a unique partnership with some of our customers and innovative use of footfall and thermal sensors in an out-of-home campaign’ Jonathan Ansell, New Technology and Media Innovation Manager, Diageo
In order to add urgency to the ‘Pimm’s o’clock’ message, we have created a dynamic DOOH campaign using both weather-triggered data and iBeacon technology.
Elliot Devine, senior client manager at Posterscope, said: “This is the type of innovative campaign that Liveposter exists for. Diageo has really grasped the opportunities that dynamic out of home campaigns can offer in providing relevance and context to drive sales. By joining up mobile, out of home and then measuring the results in the retail channel Diageo are maximising their rate of investment.”
THE DYNAMIC DIFFERENCE
Real-time occupancy data from local bars is being used in combination with hyper-local weather conditions to inform digital poster creative on the ‘vibe’ of the selected bars nearby serving Pimm’s. In addition, live weather data has been used to change the ad copy when the temperature is above or below 16 degrees. The poster creative updates automatically every 5 minutes, meaning Pimm’s are able to target the right audience, with the right message, at the right time.
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