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Smirnoff Cider uses location data and weather-activated DOOH to reach summer socialisers

As warmer weather returns across the country, Diageo continues its summer campaign for Smirnoff Cider with the launch of new dynamic digital Out of Home (OOH) that activates when the outside temperature reaches 19 degrees.
Devised by OOH and location marketing specialist Posterscope and media agency Carat, the campaign seeks to capture the attention of people at the right time for enjoying a drink outside and drive trial of Smirnoff’s vodka-based fruit cider range.
The campaign uses real-time weather and temperature data triggers, as well as mobile, social and in-app location data from Posterscope’s partner Locomizer to determine summer behaviours and audience hotspots and identify prime screen locations.
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level.  Additional short-term  are added to the campaign to boost reach when the weather forecast indicates sunny skies.
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.
The work will run across Clear Channel’s Adshel Live network nationally and JCDecaux’s LDN network. The campaign will also include an upweight of large format digital sites through Ocean Outdoor and Outdoor Plus around the August bank holiday, as well as Tesco POS digital smart screens across the duration.
Sam Salameh, Head of Smirnoff at Diageo, said: “Smirnoff Cider is available in three unique flavours – Passionfruit & Lime, Raspberry & Pomegranate and Mandarin and Pink Grapefruit. With vodka, crisp and lightly fizzed, Smirnoff takes cider to the next level! By creating a campaign based on strong behavioural data that responds to weather conditions, we are able to reach our target audience at a time and place when we know they will be most responsive to our messaging.”
Marc Bartholomew, Business Director at Posterscope added: “The brief was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.  As warm weather returns across the country, our temperature-activated campaign will be both effective and efficient at meeting this objective.”

Jameson's use Locomizer to enable hyper targeted campaign

Posterscope has developed a unique Out of Home (OOH) advertising campaign for Jameson Irish Whiskey that launched in time for the Rugby World Cup.
The campaign is the first of its kind in the UK and will enable Jameson to branch out from focusing simply on physical proximity to bars to ensuring advertising is in the most relevant locations, right across consumers’ lives.
Posterscope will be using Locomizer, an audience discovery engine based on geo-behavioural user interest profiling technology, to enable hyper-targeted advertising – a first for the UK.
Jameson’s campaign will target drinkers throughout their week by looking at places and surroundings where customers tend to spend their time using a new technique of audience discovery and segmentation. This targeting strategy will allow Jameson to reach their audience at multiple touchpoints throughout their day, increasing frequency of message.
Ryan Hedditch, Business Director at Posterscope said: “This is a fantastic evolution of targeted advertising and we, in partnership with Havas Media, are excited to be putting it into action for Jameson. We have analysed modelled and historic data on all of those customers we want to be able to reach. Understanding location behaviour of consumers allows us to identify geographical hotspots where our audiences are likely to congregate at, when they are not at the interest affinity locations.”
Vicky Hoey, Head of Marketing at Jameson said: “We are very excited about this unique campaign, which will enable us to gain increased cut-through and resonance with our audience. This is particularly important during these upcoming sporting occasions where consumers will be inundated with advertising.”
Toby Hawkins, Account Director at Havas Media, said: “This campaign will enable us to target Jameson consumers throughout their week and not just when they are headed to the pub for a drink. Locations and format have been chosen with this in mind.”
Posterscope’s data has also allowed them to improve format targeting. The campaign will utilise location-based digital advertising in partnership with mobile media partner xAd, as well as digital roadside screens in high footfall locations, large format digital screens powered with Dynamic Digital OOH and Underground LCDs.
The campaign launched on the 18th September and will run in bursts across a total of 7 months.

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