There's only so much information that you can glean from an advertisement when quickly passing it, and its success often hinges on consumers knowing where to pick up the product—knowing this, Pimm's created a clever series of drink ads.
The new 'Pimm's Live' billboards are set up on the street to direct people to the nearest pub or bar. These ads are extremely location-specific and also take the weather into consideration.
These billboards are powered by a network created by Pimm's with participating bars and pubs in the London area. These networks make it possible to collect data on how busy each location is by counting the number of phones present in each place. When a venue becomes full, the posters are simple able to redirect people to the next best option.