Objective
To analyse summer behaviours and audience hotspots and identify prime screen locations relevant to Smirnoff Cider target consumer segment. The ultimate goal was to make Smirnoff Cider the alcoholic choice of summer by deploying a disruptive and pioneering campaign that delivers reach, recency and impact.
Challenge
The identify optimal places in proximity to Smirnoff Cider on and off-trade stockists, which, when targeted at right time of the day, would serve as the perfect venues for socialising.
Solution
Locomizer used opt-in anonymous social and in-app location history data to understand people affinity to drinking and socialising behaviours during summer months, taking into special account sunny days. Having focused its attention on audience with the highest affinity scores calculated with its proprietary algorithm, Locomizer retrieved their footfall patterns by day part. The final step was to aggregate and extrapolate selected audience data on a map to pin-point locations with the highest reach, recency and impact. The priority was given to areas in proximity to Smirnoff Cider on and off-trade stockists.
Outcome
Featuring two Smirnoff Cider flavour variations, the campaign is activated through Posterscope’s Liveposter platform and switches from a standard creative execution to a “hot execution” as weather temperatures reach the requisite level of 19 degrees. Additional short-term are added to the campaign to boost reach when the weather forecast indicates sunny skies.
