Diageo taps thermal activation for Pimm's summer campaign

Diageo has launched a digital out-of-home (OOH) campaign for its Pimm’s brand which activates once the weather reaches 21 degrees.

Planned by Carat and Posterscope, the weather-activated campaign runs across a combination of 12 of Ocean Outdoor's premium screens in London and Birmingham, Thursdays to Sundays during peak commuter periods.

Using scheduling and formatting data generated by LivePoster, the creative is triggered according climate fluctutations. The ad shows a Pimm’s bottle and a jug of the fruit cocktail, the 'Best Served with Sunglasses' campain broadcasts local temperatures within the vicinity of each OOH site (including variations either side of 21 degrees).

Joanna Segesser, senior brand manager for Pimm’s at Diageo said: "Consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.

“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”

The Pimm’s campaign runs for 10 days.

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