STRATEGIC PARTNERS
August 25, 2017
Diageo recently launched a DOOH campaign for its vodka-based fruit cider — Smirnoff Cider — in Australia and the U.K. The alcohol supplier teamed up with marketing specialize Posterscope and media agency Carat to launch the campaign, which uses weather and temperature data triggers to directly target customers, according to a press release.
The campaign switches between standard content to special content in warmer temperatures. It is also designed to particularly target areas close to Smirnoff Cider providers. Diageo will run the campaign on Clear Channel's Adshel Live network in Australia and JCDecaux's London Digital Network in the U.K.
By creating a campaign based on strong behavioral 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.”
