The world of advertising likes to
paint a picture perfect world of British summertime for particular products. For
example, you never see cider ads with people sitting in a pub garden huddling
under umbrellas hiding from the rain while wearing jumpers.
It’s often forgotten that bad summer
weather causes problems for brands as well as tennis players and farmers. Brands
can spend hours and weeks carefully crafting a campaign for their product based
on the good feelings generated by good weather, only for it to be completely
ruined by it showing during a period of inclement rain and cold. Despite this
every summer we are faced with ads filled with images of picture perfect summers
days, even when they are the exception and not the
norm.
However for every problem there is
someone somewhere coming up with a solution and in this case it is, and I am not
joking here, temperature controlled ad panels.
Stella Artois
Costa Coffee has run a two month
campaign on the London Underground working with CBS Outdoor who manage the ad
slots there and who were pioneers of digital outdoor advertising. They promoted
Costas Ice Cold Costa range on the underground network when the temperature went
above 22 degrees Celsius. The ads were location specific so when the temperature
went up, a digital panel at a station exit not only delivered a promotional
message but also direct underground users to the nearest Costa outlet that they
could buy an Ice Cold shake.
Not only is this enormously clever
but it will also reduce a lot of wasted spend and effort. Ad slots based on
increased pollen counts are now also being introduced and this no doubt is just
the start of a whole new advertising concept with winter brands already being
lined up for temperature based campaigns. So weather sensor based advertising is
here and will grow, all we need now is some hot
weather!
Tim Youngman is Director of
Marketing for Archant www.about.me/timyoungman
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