The campaign, planned and booked through JCDecaux by Carat and Posterscope, activates when the temperature reaches 19 degrees or above, capturing the attention of people who want to enjoy a drink outside during the summer months.
The campaign utilises weather and temperature data as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots.
There are two Smirnoff Cider flavour variations featured in the campaign that are activated through Posterscope’s Liveposter platform depending on the weather and are deployed in proximity areas to Smirnoff Cider stockists and at optimum times of the day and week when consumers will be out socialising.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact. As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”
The campaign has been deployed across JCDecaux’s LDN network, Tesco SmartScreen in addition to other Out-of-Home networks in the UK.