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Published: 30 Mar 2017

Reactive Retail: Sainsbury’s Weather-Responsive Fashion Ads

Sainsbury's weather-responsive ad

Facilitating more locally relevant marketing, UK supermarket chain Sainsbury’s has unveiled a weather-responsive outdoor ad campaign for its clothing brand Tu’s Spring 2017 collection.

Located across the UK at high-traffic locations such as bus stops, the contextual ads are displayed on large digital screens and use data from the Met Office to update the images in real-time with looks appropriate to current weather conditions. Consumers will see long-sleeved clothes and outerwear when it’s windy or wet, and summery styles when it’s sunny.

Devised to reflect Britain’s erratic springtime weather conditions, the concept is a collaborative effort from UK creative agencies PHD, Seven and AMVBBDO, out-of-home media advertising specialists Talon, and production company Grand Visual. Currently, consumers are unable to shop directly from the ads – tempted onlookers only have the website details to spur conversion.

The concept responds not only to the consumer expectation for more relevant brand communications, but also the rise in ad blocking that’s dented blanket mobile targeting (see Beyond Ad Blocking) and a spike in on-the-move dialogue. American consumers spend 70% of their time outside the home – a 50% increase over the past 20 years (Kinetic USA, 2015) that’s diminishing the impact of traditional media channels.

For more, read Third Spaces: Targeting the Transitory in our Invisible Marketing Industry Trend, Commuter Commerce in Roaming Retail, and Local Matters: New ‘Glocalisation’ Strategies. See also Contextual Commerce and Reactive Retail: Dynamic Data Builds Brand Traction.


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