Sun’s out, gin’s out: Diageo launches weather activated OOH ads

Diageo is reaching out to gin drinkers in a new way this summer, having launched an out-of-home campaign that serves digital ads based on the current weather.

The campaign will advertise both of Diageo’s gin brands, Tanqueray and Gordon’s, as well as three other of the company’s spirit brands: Captain Morgan, Smirnoff and Smirnoff Cider. All five brands will share digital airtime across JCDecaux’s new LDN network.

Bespoke creative executions will be served for each brand when the weather reaches a certain temperature, in a portfolio campaign devised by OOH specialist Posterscope and Carat, in partnership with Liveposter.

According to Anita Robinson, European category director, Diageo, OOH can offer brands much more with this kind of innovation.

“Digital technology and dynamic scheduling allow us to be more agile and responsive than ever in terms of when and where we activate campaigns for our portfolio of brands while also providing signficant business benefits from booking OOH at scale,” she said.

The digital ads will also react to triggers including time of day and purchase points, and will run from Thursday to Saturday each week from July to December.