Outdoor sensor shows nearest pub selling Pimm’s

Diageo has launched sensor driven digital poster “Pimm’s Live” which activates at 16 degrees Celcius and directs consumers to “the best place in the local area to enjoy a Pimm’s”.

The data from partaking venues will be displayed on digital posters located around popular transport networks

A network has been installed in participating pubs and bars across London which measures how busy each outlet is through counting the number of smartphones present there by using “non-personal, anonymised data”.

This is remeasured every five minutes so if a venue becomes full, it is removed from the list and the advert redirects customers to others still filling up.

The data is combined with local weather conditions to ensure tailored information is displayed on each digital poster.

The trial will run until early July, and is deployed in eight Taylor Walker pubs in Victoria and The Metro restaurant and bar in Clapham. The data from partaking venues will be displayed on digital posters located around popular transport networks.

Jonathan Ansell, new technology and media innovation manager from Diageo, said: “We’re really excited about this trial which marks both a unique partnership with some of our customers and innovative use of footfall and thermal sensors in an out-of-home campaign.

“We’ve chosen transport networks to try to win that vital first drink of the night. When the sun is shining, we know our consumers enjoy a Pimm’s and find somewhere with the space to do – and we’re using technology to help them do just that.”

In partnership with Diageo, Lighthouse is providing the technology and data feed for the digital poster, Liveposter and Posterscope are delivering the smart creative and Clear Channel is providing the out-of-home space.

Elliot Devine, senior client manager at Posterscope, said: “This is the type of innovative campaign that Liveposter exists for. Diageo has really grasped the opportunities that dynamic out of home campaigns can offer in providing relevance and context to drive sales. By joining up mobile, out of home and then measuring the results in the retail channel Diageo are maximising their rate of investment.”

Earlier this year, Diageo extended its Pimm’s range with the launch of a new flavour variant, Pimm’s Strawberry with a Hint of Mint.