As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital OOH that activates when the outside temperature reaches 19 degrees.
Devised by Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign switches from a standard creative execution to a ‘hot execution’ as weather temperatures reach the requisite level.
The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
The campaign runs across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign also included an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the last August bank holiday, as well as Tesco POS digital smart screens across the duration.