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Pimm's dives into summer with temp-activated digital signage campaign

Spirits producer Diageo is launching a temperature-activated digital out-of-home campaign in the U.K. for its Pimm's liqueur with Ocean Outdoor, according to the Ocean website.

May 26, 2015

Spirits producer Diageo is launching a temperature-activated digital out-of-home campaign in the U.K. for its Pimm's liqueur with Ocean Outdoor, according to the Ocean website.

The Pimm's creative is activated on the Ocean digital signage sites once the temperature reaches a summery 21 degrees C (right around 70 degrees F).

Planned by Carat and Posterscope, the weather-activated campaign runs across a combination of 12 premium screens in London and Birmingham Thursdays to Sundays during peak commuter periods. The Pimm's campaign runs for 10 days.

Using scheduling and formatting data generated by LivePoster, the creative is activated by the weather. Starring a Pimm's bottle and a jug of the iconic fruit cocktail, "Best served with sunglasses" broadcasts local temperatures within the vicinity of each out-of-home site (including variations either side of 21 degrees).

"Pimm's is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather," Joanna Segesser, senior brand manager for Pimm's at Diageo, said in the announcement. "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."