Pimm's – "It's Sunshine O'clock"
Agency Republic presents a digital sundial that facilitates the best summer drinking occasions and solidifies Pimm's as a brand that truly owns the Great British Outdoors in the Summertime.
'It's Sunshine O'clock' is an online sunshine finder that sits on Timeout.com/London enabling users to locate pub gardens and parks nearby and check what times they have sunshine in them. The user types in their postcode and sees the closest pub gardens in their area on a clock face mechanic, detailing sunshine hours and pub reviews. By giving people the opportunity to make the most of Britain's sunshine, and by endorsing pubs, Pimm's and Timeout are delivering a highly useful, engaging and groundbreaking piece of functionality packaged within a unique media and PR partnership. Not only that, but Pimm's is delivering something useful in an environment where users are already searching for ways to make the most of their summer - essentially Pimm's is enhancing an existing behaviour. Agency Republic has learnt from previous FMCG campaigns that it is more effective to put engaging brand collateral where our consumers are already interacting online rather than trying to direct them elsewhere.
NB: The application focused on London. Try the following London postcode to see the app in action - SW11 3BZ