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Sainsbury’s counting down the hours to sunset in DOOH campaign

Sainsbury's The ‘Weeknight BBQ is Living Well’ campaign

Sainsbury’s has rolled out digital billboards that mark the sunset to put the brand front of mind during the longer summer days.

Playing on the public’s love of the summer, the digital out of home campaign - run on JCDecaux's outdoor estate- sees billboards count the hours until the sun will set, using real time data fed to the placements.

The ‘Weeknight BBQ is Living Well’ campaign from PHD will target evening rail commuters hoping to make Sainsbury’s the defacto summer retailer, across the UK’s busiest stations, such as London Waterloo, Manchester Piccadilly & Edinburgh Waverley.

The executions are built on the back of research claiming that 83% of people believe that the longer nights officially mark the summer, an emotion the brand wants to tap with an interesting use of data.

Michael Florence, chief strategy officer, PHD, said “Powerful data insight enables PHD’ers to get in-tune quickly with customers in order to weave campaigns into the daily fabric of their lives, ensuring brands are thought of, more often, in more buying situations. Combining these insights with the new possibilities that dynamic DOOH advertising offers means we can react and engage in exciting and interesting ways in OOH environments. This Sainsbury’s summer activation is a great example of consumer rhythms planning in action.”

Ellie Dixon, campaign manager of Sainsbury’s, added “The nations’ love of longer evenings offered us an amazing opportunity to combine data and our Living Well brand message with something unique and specifically tailored to customer mind set. We work with PHD to ensure our campaigns are aligned to the rhythms of customers lives, but this is the first time we have created something this bespoke, based on what we know about consumers and what the summer season means to them.”

Omnicom Media Group’s PHD, collaborated with client agencies Talon, Wieden and Kennedy and production outfit Grand Visual, furthermore the Met Office data will be managed by OpenLoop.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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