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UK-based Pimm's launches digital OOH campaign recommending cocktails as temperatures rise
Pimm's, the cocktail liqueur from Diageo UK, launched a unique campaign called "Pimm's Live" in London utilizing digital OOH, attracting significant attention and coverage across multiple media outlets. Sensor-equipped digital OOH "Live Posters" were placed near major public transport hubs in the city. When the temperature exceeded 16 degrees Celsius, they displayed nearby pubs and bars as "the best places to enjoy Pimm's nearby."
Participating establishments anonymously collect customer smartphone data, with crowd levels transmitted to the Live Posters every five minutes. When a venue reaches full capacity, it is automatically removed from the display list.
After a trial run until early July, the campaign will expand to other city eateries, including major pub chain Taylor Walker.
Jonathan Ansel, Diageo's New Technology & Innovation Manager, said, "It's important to get that 'first drink of the day'. This is a groundbreaking OOH campaign that realizes a unique collaboration with our customer stores and translates temperature into customer traffic."
Elliott Divine, Senior Client Manager at PosterScope, who worked on this "smart" creative, explains its effectiveness: "We maximized the features of live posters. OOH connects with mobile and can even measure the effect of attracting customers to stores. This innovative campaign increases brand relevance while promoting sales."
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