Sainsbury’s ads track the weather

British chain Sainsbury’s has launched a new ad campaign which changes its images depending on the weather. This will give commuters an ad that always features clothing fitting the weather at that time.

Focus on clothing

The ad campagn is displayed on outdoor screens, like at bus stops, and uses geotargeting and live updates to alter the images to fit the weather. Sunny weather will result in a model with a summer-typed dress, while rainy weather will feature the exact same model, but with warmer clothes. 

It is all part of Sainsbury’s attempt to put its clothing collections more prominently on display, like when it launched its women’s brand Tu Premium and the men’s sports brand Admiral Performance last year. In this past weekend, it even launched a new Tu collection in 200 stores. Its clothing division achieved a 5 % growth in 2016’s fourth quarter and it is clear the company wants to build on that momentum.

However, Sainsbury’s ad campaign is not a first, because other companies have done something similar, focused on the weather. For instance, The North Face created a Spotify playlist that was only active when it rained and both La Redoute and Burberry also had weather-inspired campaigns before.