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Sainsbury’s Tu launches weather activated digital out-of-home campaign

The Sainsbury’s Tu clothing range has launched a dynamic digital out-of-home campaign which matches latest styles to real-time weather conditions.

FASHION

Sainsbury’s Tu launches weather activated digital out-of-home campaign

The Sainsbury’s Tu clothing range has launched a dynamic digital out-of-home campaign which matches latest styles to real-time weather conditions.

In a fashion industry-first, the weather activated campaign promotes a range of looks from Tu’s Spring collection, which will react and change in accordance with the weather.

Running as a domination on Clear Channel Adshel Live screens until 26 March, the campaign creative evolves and changes based on Met Office data, providing new style updates when it is sunny, dry, wet or windy.

The digital out-of-home activity was conceived by Omnicom Media Group’s PHD, and executed through a collaboration between client agencies PHD, Talon, Seven, and AMVBBDO, and production outfit Grand Visual.

Live updates are managed through OpenLoop which analyses Met Office data and automates the geo-targeted playout to each individual screen. The  advertising supports a broader campaign spanning digital, social, print, YouTube and native.

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