DOOH Campaign Takes Its Fashion Inspiration to the Streets

Nationwide DOOH Campaign Evolves and Changes Based on Weather Conditions

Nationwide DOOH Campaign Evolves and Changes Based on Weather Conditions

UNITED KINGDOM — Tu, a fashion forward clothing line offered at Sainsbury’s, has launched a nationwide dynamic DOOH campaign that matches the latest styles to real-time weather conditions. In a fashion industry-first, the weather activated campaign promotes a range of best looks from Tu’s Spring collection, which will react and change in accordance with Britain’s erratic springtime weather.

The campaign creative evolves and changes based on Met Office data, providing fresh style updates when it’s sunny, dry, wet or windy, and reinforcing that Tu has the right outfit, for the right moment. The idea arose to address the challenge of seasonal collection launches not aligning with the British weather. The automated campaign is agile and contextual, and remains relevant to audiences regardless of the turbulent British weather.

“This campaign showcases the creative opportunities and flexibility that digital out-of-home offers advertisers and demonstrates the benefits to a campaign when the two are merged,” said Kirsty Collier, Client Manager, Talon. “By combining handpicked sites with smart data input, the contextual relevance of the copy is maximized, ensuring audiences see the right items from the Tu range, at the most relevant time.”

The DOOH activity was conceived by Omnicom Media Group’s PHD, and executed through a collaboration between client agencies PHD, Talon, Seven, and AMVBBDO, and production outfit Grand Visual.
Weather Activated DOOH Campaign Takes Its Fashion Inspiration to the Streets

“This is a great example of a large-scale national campaign that delivers contextual relevance at an individual screen level. This reactive approach ensures that we are always delivering an appropriate message whatever the weather,” said Georgina Wilson, Media Manager.

Tu’s campaign will run on Clear Channel Adshel Live screens nationwide, launching on the March 13 and running through to March 26.

Live updates will be managed through Grand Visual’s OpenLoop which analyses Met Office data and automates the geo-targeted playout to each individual screen.  The DOOH activity supports a broader campaign spanning Digital, Social, Print, YouTube and Native.

“This data-driven DOOH campaign is a great example of how the medium has become a real-time marketing platform. It’s about providing fresh and responsive creative that ensures campaigns messages remain targeted and engaging,” said Dan Dawson, Chief Creative Technology Officer, Grand Visual.

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Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

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