Unilever: HB Weather Activated DOOH

  • Challenge

    HB ice cream wanted to reach consumers during warm weather spells when they were close to stores and ice cream is top of mind.

  • Solution

    Taking advantage of the flexibility of Digital OOH, Kinetic, Mindshare and Adtower Ltd planned a media-first, contextual campaign that featured location-specific and weather-triggered content.  The campaign features creative executions, which playfully incorporate the location of the HB advertisement and the real-time temperature when between 17-25 degrees. The contextual content is deployed across Digitower, a network of 47inch digital screens, located strategically at retail outlets and Superstops.

  • Results

    When the temperature hits 17 degrees or higher, the humorous and colourful content is displayed in real-time on digital OOH formats. The nationwide campaign is running across July and August 2017.