Stella Artois Cidre launches weather-activated ad campaign
Outdoor advertising campaign for Stella Artois Cidre delivers industry-first with real-time, weather-activated, location-based ads
This summer, Stella Artois Cidre, the UK’s best-selling premium apple and pear cider in the off trade¹, will for the first time launch an out-of-home campaign that delivers real-time, thermo-activated advertising based on the temperature in a specific location. The campaign, which depicts a bountiful scene of handpicked apples and showcases chilled Stella Artois Cidre is the perfect cue for sophisticated summer refreshment.
Stella Artois Cidre has worked with Posterscope, the out-of-home communications agency, and LIVEPOSTER, to build a bespoke scheduling system, from which the campaign will operate. The system, which is connected to digital out-of-home ad spots across the country, automatically turns ad spots on and off based on the results of a real-time weather data plug-in. So, when the system registers a two-degree increase in temperature (above the national average), Stella Artois Cidre advertising content will be displayed on digital screens in that specific location. Equally, ads will not appear in in locations registering lower temperatures, or where it is raining, for example.
This innovative out-of-home activity is part of a major advertising investment for Stella Artois Cidre across TV, cinema, outdoor and digital.
Andy Logan, marketing manager for Stella Artois Cidre said:
“This summer, Stella Artois Cidre, the most sophisticated cider brand² will deliver the most sophisticated summer of refreshment, right on cue when the temperature rises. This innovative media mechanic is yet another way we are pushing the boundaries through digital technologies to be relevant to our consumers, at just the right time.”
