Diageo is beefing up its summer campaign for Smirnoff Cider with the launch of new digital outdoor initiative that activates when the outside temperature reaches 19 degrees.
Devised by Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is switches from a standard creative execution to a “hot execution” as weather temperatures reach the required level.
The activity prioritises pedestrianised areas close to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising. The range is available in three flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network, and will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Diageo head of Smirnoff Sam Salameh said: “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.”
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