Magnum and Lipton Iced Tea products to be promoted on above-average hot days
This summer Unilever will promote Magnum ice creams and Lipton Iced Tea on Ooh retail digital panels when the temperature is expected to be above average for the month in that area.
With the Bureau of Meteorology predicting Sydney to have a December with above-average maximums, the campaign could get some milage with the promotions appearing on digital panels that allows “temperature-parting”, meaning advertisers have the opportunity to change their message based on the heat at each location of the panels.
Ooh’s head of production John Purcell said in a statement: “This is the first time in Australia we’ve run a national campaign that uses the temperature to control what content plays.
“The technology we have invested in allows us to easily tailor a client’s campaign to respond to external triggers such as the weather, sports scores or social media. The best part is that each location automatically reacts to local conditions providing advertisers with an easy way to ensure highly targeted and relevant campaigns.”
As part of the wider national campaign both pieces of creative will appear in cafes, universities and on big billboards until 23 March 2014.
Credits:
- Client: Unilever: Magnum & Lipton Ice Tea
- Media agency: Mindshare NSW
- Creative agency: Lipton: Workshop Australia Magnum: Unilever in-house design
- Media: oOh!
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Interesting that the photo used is for signage in a shopping mall when discussing the heat (or lack of) at locations for the panels.
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