Tu at Sainsbury’s new ad campaign matches looks to real-time weather conditions

By

Barbara Santamaria

Published
Mar 21, 2017

Tu at Sainsbury’s has launched a nationwide dynamic outdoor campaign which features different looks from the Spring collection according to real-time weather conditions.

In a “fashion industry first”, the weather activated campaign evolves and changes based on Met Office data, providing fresh style updates when it’s sunny, dry, wet or windy.

According to the agency behind the launch, the campaign addresses the challenges of seasonal collection launches not aligning the British weather and was conceived to reassure shoppers that Tu has “the right outfit, for the right moment”.

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The ads run on Clear Channel Adshel Live screens nationwide and are updated individually based on the weather conditions around each screen.

The activity is part of a wider strategy to expand Sainsbury’s clothing business and establish TU as a “destination brand for high street fashion”. The retailer hired Portas, the creative agency founded by retail expert Mary Portas, earlier this month to develop a creative strategy for the TU clothing brand, and has recently launched a high-end womenswear range designed by fashion design graduate Genevive Devine.

The clothing business performed particularly well over the Christmas quarter, rising by 10% on the previous year and the trend continued into the new year with a 5% increase in the nine weeks to 11 March 2017.