UK retailer Sainsbury designed a unique outdoor campaign to launch its new range of clothing called ‘Tu’. The campaign was focused to send out a message across to people that Tu’s range of clothes from Sainsbury have clothes fit for every weather, be it it’s sunny, dry, wet or windy. The idea was to reinforce in people’s minds that Tu has the right outfit, for the right moment.
So, Omnicom Media Group, the ones given the responsibility to design a creative outdoor campaign did quite a brainstorming and they went all out to develop screens strategically placed all over the city that run on weather data, showcasing different outfits according to the real time weather conditions. Live updates were being 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 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.