Britvic’s Robinsons fruit concentrate drink, Squash’d, has launched a digital outdoor campaign, which is set to appear in hot weather.
The advertising by Kinetic Active and MSIX will only appear during hours of sunshine when the temperature rises above 20 degrees in North England and 23 degrees in the South.
Nathan Bennett, account director at Kinetic Active said: “This inventive Britvic’s Robinson Squash’d campaign is a great showcase for the real-time and creative capabilities of digital out-of-home advertising. The ads for the concentrated fruit squash will only appear at the most relevant points of the day, ensuring that consumers are perfectly targeted.”
The heat-sensitive campaign will run across AmScreen’s network of motorway service station forecourts and Tesco Optimeyes LCD Screens for a fortnight.
This will be followed by a month-long six-sheet campaign across Admedia’s Motorway Service Station estate and will be primarily targeted at 25-34 year-olds on the go.