This March, TU at Sainsbury’s took its fashion inspiration to the streets in a nationwide dynamic digital out of home (DOOH) campaign which matches 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 react and change in accordance with Britain’s erratic springtime weather. The campaign runs as a domination on Clear Channel Adshel Live screens in X cities across the UK from 13th March through to 26th March.
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 DOOH activity was conceived by PHD, and the execution was a collaborative effort between client agencies PHD, Talon, Seven, and AMV, and produced by Grand Visual. Live updates are managed through 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.
Dan Dawson, Chief Creative Technology Officer, Grand Visual, said:
“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.”