Unilever: Weather-Activated Digital OOH

  • Challenge

    Unilever's HB ice cream wanted to reach consumers during warm weather spells when they were close to stores and refreshing snacks like ice cream are top of mind.

  • Solution

    Taking advantage of the flexibility of dynamic creative in digital OOH, Kinetic planned a media-first campaign that leveraged location-specific and weather-triggered variables to inform, update and display content in context.  The campaign featured creative executions, which playfully incorporated the location of the HB advertisement and the real-time temperature when between 17-25 degrees. The contextual content was deployed across Digitower, a network of 47inch digital screens, located strategically at retail outlets and Superstops.

  • Results

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