Pimm's is a drink that has become synonymous with British summer time, and its latest ad campaign is soaking up the summer sun with temperature-activated digital out of home advertisements.
The creative advertisements are only activated when temperatures reach a minimum of 21°C, and are set to run across 12 digital outdoor screens in busy areas of Birmingham and London. Running for a total of ten days, the ads will run during peak commuter times during the week and during evenings at weekends.
![Pimm's Digital Out of Home Advertising OOH DOOH London Birmingham]( "Pimm's Temperature-activated Digital Out of Home Campaign")
The ads feature a jug and bottle of the famous fruit cocktail, with text reading "best served with sunglasses" accompanied by the temperature of the local area, which changes in real time.
Joanna Segesser, a Senior Brand Manager at Diageo - the London spirits producer responsible for the likes of Pimm's, Baileys and Smirnoff - said that Pimm's was known as the iconic drink of the Great British summer and that the campaign, through the use of innovative digital out of home technology, would be more effective due to it being linked to sunny weather.
If you're interested in developing your own creative digital outdoor ad campaign, get in touch with our experts at Out of Home International today!
The creative advertisements are only activated when temperatures reach a minimum of 21°C, and are set to run across 12 digital outdoor screens in busy areas of Birmingham and London. Running for a total of ten days, the ads will run during peak commuter times during the week and during evenings at weekends.
The ads feature a jug and bottle of the famous fruit cocktail, with text reading "best served with sunglasses" accompanied by the temperature of the local area, which changes in real time.
Joanna Segesser, a Senior Brand Manager at Diageo - the London spirits producer responsible for the likes of Pimm's, Baileys and Smirnoff - said that Pimm's was known as the iconic drink of the Great British summer and that the campaign, through the use of innovative digital out of home technology, would be more effective due to it being linked to sunny weather.
"We are 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."
If you're interested in developing your own creative digital outdoor ad campaign, get in touch with our experts at Out of Home International today!