A high-tech advertising campaign is under way across London directing consumers to the nearest bar or pub for a refreshing glass of Pimm’s.
It uses digital posters that are activated whenever the temperature reaches 16 degrees Celsius. They receive information from beacons installed at pubs and bars to measure how busy they are.
The beacons measure occupancy with technology that detects non-personal, anonymised data from people’s smartphones in the venue and its outside space.
It updates every five minutes and, if a pub or bar is measured as full, the digital posters direct people to other venues that are not so busy.
This occupancy data is combined with local weather conditions to deliver tailored copy for the digital posters which are focused on transport networks.
Still in its trial phase until early July, it has been deployed by Pimm’s owner Diageo at eight Taylor Walker pubs in Victoria and Metro restaurant and bar in Clapham, south London.
Jonathan Ansell, new technology and media innovation manager for Diageo, said: “We’re really excited about this trial which marks both a unique partnership with some of our customers and innovative use of footfall and thermal sensors in an out-of-home campaign.
“We’ve chosen transport networks to try to win that vital first drink of the night. When the sun is shining, we know our consumers enjoy a Pimm’s and find somewhere with the space to do – and we’re using technology to help them do just that.”
Lighthouse is providing the technology and data feed, Liveposter and Posterscope are delivering the smart creative and Clear Channel is providing the out-of-home advertising space.
Elliot Devine, senior client manager at Posterscope, said: “This is the type of innovative campaign that Liveposter exists for. Diageo has really grasped the opportunities that dynamic out-of-home campaigns can offer in providing relevance and context to drive sales.
“By joining up mobile, out of home and then measuring the results in the retail channel Diageo are maximising their rate of investment.”
This is the second sensor-driven campaign from Pimm’s this summer. In May, Pimm’s launched a thermal activation campaign through outdoor media company Ocean with screens that activated once the weather reached a summery 21 degrees Celsius.
The campaign ran across 12 premium screens in London and Birmingham and used scheduling and formattng data generated by Liveposter.