Sainsbury's Matches Outdoor Fashion Ads to Real-Time Weather Conditions

Campaign Adapts Styles to the Fickle British Spring

Published On
Mar 14, 2017

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U.K. retailer Sainsbury's is ensuring its clothing ads fit with the changeable British spring with an outdoor campaign that updates locally according to the weather.

The campaign creative, for its Tu clothing range, evolves and changes based on weather data, showcasing different outfits for when it's sunny, dry, wet or windy, and reinforcing that Tu has the right outfit, for the right moment. Live updates will be managed through OpenLoop, which analyzes Met Office data and automates the geo-targeted playout to each individual screen.

The DOOH activity was conceived by Omnicom Media Group's PHD, and executed through a collaboration between client agencies PHD, Talon, Seven, and AMVBBDO, and production outfit Grand Visual. Running until March 26, the activity will appear on Clear Channel Adshel Live screens across the U.K.

This month has also seen The North Face tailor its maketing to weather conditions, with the launch of a rainy day playlist with Spotify that's only available in areas where it's raining. Back in 2013, French retailer LaRedoute and BBDO earned a Bronze Lion for a similar effort that dressed a model up, or down, depending on the climate, and in 2012, fellow U.K. brand Burberry's debuted an out-of-home campaign that alerted passersby to current weather conditions.