Sainsbury’s is encouraging commuters to make the most of summer in its latest digital, dynamic Out-of-Home campaign.
 
The campaign, running across JCDecaux’s Motion and Transvision portfolio, uses real-time data to target evening rail commuters. The creative says “Weeknight BBQ is Living Well!” alongside a live countdown to sunset.
 
The campaign was created with YouGov research in mind that says 83% of people believe that the longer nights are the main trigger for feeling summer is 'officially here', 40% then make more effort to leave work on time and 79% like to make more of their summer evenings.
 
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.”
 
The campaign was booked through JCDecaux by PHD, Wieden + Kennedy, Talon and Grand Visual. Linear creative has also been deployed on JCDecaux’s D6 and Roadside Large Format portfolio.