SMIRNOFF CIDER’S DIGITAL SIGNAGE CAMPAIGN ACTIVATED BY WEATHER

31 Aug SMIRNOFF CIDER’S DIGITAL SIGNAGE CAMPAIGN ACTIVATED BY WEATHER

We rather like this new trial campaign of  Smirnoff’s vodka-based fruit cider range in London that will get all of us (well, those of us located in the wintery Southern Hemisphere!) into the spirit of summer…

With clever use of digital signage, Smirnoff Cider’s new dynamic digital signage activates when the outside temperature reaches 19 degrees (that warm!). The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data to determine summer behaviours and audience hotspots and identify prime screen locations.

Featuring two Smirnoff Cider flavour variations, the campaign switches from a standard creative execution to a ‘hot execution’ as weather temperatures reach the requisite level.  The campaign prioritises pedestrianised areas in proximity to Smirnoff Cider on and off-trade stockists, and appears at optimum times of the day and week for socialising.