Sep 13, 2019 | By Athena Chen
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Mar 22, 2017
By WGSN Insider
Tu fashion label has launched a nationwide DOOH (Digital Out of Home) campaign where different looks from the spring collection match real-time weather conditions. Tu is the successful fashion arm, created by UK supermarket giant Sainsbury’s.
In a “fashion industry first”, the weather activated campaign evolves and changes based on official Met Office data – whether it’s sunny, dry, wet or windy – and selects the most appropriate Tu ad shot, accordingly.
According to PHD, the agency behind the launch, the campaign addresses the challenges of seasonal collection launches not aligning the British weather and was conceived to reassure shoppers that Tu has “the right outfit, for the right moment”. The billboards use geo-targeting to update live with the most apt image from the collection.
The Sainsbury’s Tu ads, which will feature until March 26, run on Clear Channel Adshel Live screens nationwide and are updated individually based on the weather conditions around each screen.
The campaign is part of a rising trend for DOOH campaigns, ditching traditional ad channels, like TV and newspaper ads, for a digital only approach that is responsive and reactive, as well as creating a huge buzz around it. In our report called Out of Home Advertising (subscribers can check it out here) we track the most innovative campaigns. In Australia, the Prostate Cancer Foundation used a display to emit the aroma and sound of an Aussie barbeque, after bystanders donated with a tap of their credit card. While Swedish pharmacy, Apotek Hjärtat also used a digitised poster that was embedded with smoke detectors so that each time a smoker walked by, it would activate a man coughing in the ad.
Agencies around the globe are focusing more now on incorporating technology into OOH campaigns to create multi-sensory experiences for consumers to stand up and take note within a society where so much media and content vying for their attention.
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