- Danielle Wightman-Stone |
Supermarket Sainsbury’s has launched a weather-responsive outdoor advertising campaign for its Tu clothing brand that will showcase different looks from its spring 2017 collection depending on the weather outside.
Running on Clear Channel Adshel Live screens until March 26, the campaign evolves and changes based on Met Office weather data to provide new style updates depending on whether it is sunny, dry, wet or windy, in what is thought to be a fashion industry-first.
The live updates are managed through OpenLoop which analyses Met Office data and automates the geo-targeted playout to each individual screen, which are situated on outdoor marketing locations including bus shelters.
Devised by Omnicom Media Group’s PHD, the campaign has been executed through a collaboration between client agencies PHD, Talon, Seven, and AMVBBDO, and production outfit Grand Visual.
The idea arose to address the challenge of seasonal collection launches, said a press release from the agencies involved, by making the campaign reactive it allows it to “stay relevant for our audience regardless of the turbulent British weather”.
Georgina Wilson, media manager, PHD, said: “This is a great example of a large-scale national campaign that delivers contextual relevance at an individual screen level. This reactive approach ensures that we are always delivering an appropriate message whatever the weather.”
Kirsty Collier, client manager, Talon, added: “This campaign showcases the creative opportunities and flexibility that Digital Out of Home offers advertisers and demonstrates the benefits to a campaign when the two are merged. By combining handpicked sites with smart data input, the contextual relevance of the copy is maximised, ensuring audiences see the right items from the Tu range, at the most relevant time.”
The outdoor advertising campaign is part of a broader activity that spans across digital, social, print, YouTube and native channels.
Image: courtesy of Talon/Grand Visual