HB, Ireland’s leading ice-cream brand, has launched an out-of-home first on the Irish market with a new advertising campaign that features location-specific and weather-triggered content. When the temperature hits 17 degrees or higher, the humorous and colourful content is displayed in real-time on digital OOH formats.
To bring this creative HB campaign to life Kinetic, the OOH company worked closely with media agency Mindshare, digital media owner Adtower and creative agency, adam&eve.
The contextual campaign is deployed across 50 Digitowers, a network of 47inch digital screens, located strategically at retail outlets and Superstops. Targeting consumers on the go, the innovative weather-activated HB campaign runs across a combination of premium screens in key locations across Ireland including Dublin (Deansgrange, Dundrum, Leeson Street, Longmile Road, Mespil Road, Portmarnock, Swords), Kildare, Wicklow and Offaly (Obama Plaza).
According to Lynne Andrews, brand manager, HB: “The HB summer campaign aims to put a smile on our consumers’ faces with our contextual and hyper local advertising. Impulse ice cream sales soar when the sun comes out, even at just 17 degrees – so this real-time thermal solution lets us reach consumers when they’re close to stores and ice cream is top of mind.”
The eye-catching and colourful campaign cleverly utilises contextual and relevant content to drive purchases of HB’s products. The campaign features ten creative executions, which playfully incorporate the location of the HB advertisement and the real-time temperature when between 17-25 degrees.