GORE-TEX® Launch Weather Activated OOH Campaign

Posterscope and Carat Edinburgh have developed an innovative Out of Home (OOH) advertising campaign for GORE-TEX® that capitalizes on the nation’s obsession with weather and brings to life the technological benefits of their fabric ─ durably waterproof and windproof, combined with optimized breathability, which maximizes protection and comfort for the wearer.
The OOH, which forms part of a fully integrated ‘Experience the Difference’‘weather-themed campaign including TV, cinema, Mobile, VOD and online, comprises an innovative digital creative execution that amplifies the weather theme by reacting to the local weather conditions in real-time.
Using the Liveposter CMS platform, GORE-TEX‘s campaign will target consumers at multiple touchpoints whilst they are out of the home in both retail and roadside environments serving relevant messaging dependent on whether the weather is rainy, dry and windy or stormy.
Ian Southey, Comms Planning, Carat Edinburgh said: “We have worked to develop a strategic approach aligning the Gore-Tex brand with the UK’s well known obsession – the weather – and produce cut-through communications that solidify the rational brand benefits to create differentiation and stand out through the very thing that is at the core of Gore-Tex…Technology”
Cécile Nomdedeu, PR and Media Specialist Europe, at WL GORE said: “The Experience the Difference campaign is a multi-year investment which will keep our brand healthy and energised.  Running this innovative, high-impact media activity lets us tell new UK consumers our compelling story of great products, guaranteed”.
The OOH campaign which is appearing on Ocean’s Westfield Eat Street Site and Adshel Live runs across London from 19 October until 1 November.