Stella Artois Cidre teamed up with Liveposter an Posterscope to create advertisements with built-in weather sensors that appear only on hot days to suggest a cool drink.
When the temperature reads as two degrees above national average temperatures, these advertisements show up. In locations where the weather is cooler or raining, these advertisements do not appear. Instead of plastering advertisements throughout the city, these posters more closely reflect what consumers are feeling at a given moment, and suggest a product that could help to relieve some of the discomfort they are feeling.
These spontaneously appearing posters are a clever way to coerce consumers into impulsively buying Stella Artois Cidre when they could use a cool drink most.