Pimms advertising comes over all Big Brother
You know how it is- it's a lovely hot summer's day, you're waiting at a bus stop to cram yourself on to a sardine tin full of sweaty people, daydreaming of a cool glass of Pimms in a local beer garden. However, it seems the people at Pimms know this too, and their latest advertising campaign uses the latest smart technology to read your mind and fulfill your desires.
Diageo, who own the Pimms brand, are trialling a new digital advertising campaign at bus stops in London. Not only will the digital screens show you a tantalisingly chilled glass of Pimms, you know, with a drop of condensation slowly sliding down the side of the glass, but they will also tell you where you can enjoy one in comfort. You see, the advertising will search through the local hostelries in the Taylor Walker chain in the London Victoria area and The Metro in Clapham and, using a beacon network, will count the number of smartphones in the area. This means that the advertising board cannot only tempt you with the idea of an ice cold Pimms, but it can tell you where the nearest beer garden is, one with (presumably, unless everyone in there is a pensioner with a Motorola Razr) actual vacant seats, and may even give you directions on how to get there.
And don’t worry, it’s all up to the minute stuff- the advertising boards will only activate when the temperature reaches 16 degrees C (as no one drinks Pimms when it’s cold), and it will measure occupancy at five-minute intervals- which means that if it computes a beer garden in the list is full, that pub is removed from the advertising and the next nearest one inserted in its place.
Digital advertising screens are fast becoming the next big thing. Static pasted billboards (PB) with one message are so yesterday’s news. Companies like Pimms are tailoring their advertising spend to specific times, days and even ambient temperature already- for example adverts for air conditioning units are likely to be far more effective on hot days; adverts for kebabs after 11pm at night. And while advertisers are getting cleverer and savvier, does this mean we, as consumers need to get wise to their moves, or should we just be grateful that companies can now tailor our bombardment to things we might actually want to buy…