Fintan Lonergan, Managing Director of O2 Media
O2 Media has delivered a media first in Ireland with the introduction of “thermally activated” campaigns that allow brands to get directly into the hands of relevant audiences on the days when the sun is shining.
Certain messages and brands are particularly relevant when temperatures soar and the ability to implement campaigns quickly when hot weather hits Ireland is a huge advantage according to Fintan Lonergan, managing director of O2 Media.
“Mobile messaging can marry unique profiling and location targeting with the ability to start or pause activity depending on the weather fluctuation. That’s something other forms of advertising just cannot deliver. You can’t turn on or off a poster or a radio campaign mid-cycle. Brands and media planners are under more pressure than ever to reduce wastage and this is one way we are delivering efficiencies,” he says.
According to Lonergan, O2 Media recently executed thermally activated campaigns for HB Ice Cream and Specsavers sunglasses which has enabled these brands to reach customers in a highly relevant context and to reduce campaign wastage by not advertising when the weather worsens.
In the case of HB, the company ran a campaign through O2 Media on June 13th, when temperatures reached 21 degrees during the day. This execution, which took place on a sunny Friday afternoon, drove great success with recall figures of 80%, 48% of whom bought a HB ice cream after receiving the message. Lonergan says HB always see great social engagement during the hot weather and the O2 More messages helped amplify this with a drive to Facebook, in addition to driving sales at a key moment.
In the case of Specsavers, the company ran a campaign on June 18th when temperatures soared to 23 degrees. According to Lonergan, this was a perfect time to reach Specsavers’ key audience and incentivise them with an in-store offer of free prescription sunglasses, with any frames bought.