Diageo is launching an exclusive digital out of home campaign for Pimm’s through Ocean sites which activates once the weather reaches a summery 21 degrees.

Planned by Carat and Posterscope, the weather activated campaign runs across a combination of 12 premium screens in London and Birmingham Thursdays to Sundays during peak commuter periods. The Pimm’s campaign runs for 10 days.

Using scheduling and formatting data generated by LivePoster, the creative is activated by the climate. Starring a Pimm’s bottle and a jug of the iconic fruit cocktail, “Best served with sunglasses” broadcasts local temperatures within the vicinity of each out of home site (including variations either side of 21 degrees).

Joanna Segesser, senior brand manager for Pimm’s at Diageo said: “Pimm’s is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.

“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”