Magnum and Lipton have launched a digital signage campaign that advertises cool treats to shoppers based on the weather.
The oOh! Media-owned signage works by marketing Lipton Iced Tea and Magnum ice creams based on the temperature.
Advertising is only displayed when the daily maximum forecast exceeds the monthly maximum average temperature in the local area.
If the average temperature is not reached, the digital panels will play other brands’ advertisements.
“This is the first time in Australia we’ve run a national campaign that uses the temperature to control what content plays,” said oOh!’s head of production, John Purcell.
“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.”
Catherine Rushton, a strategist at Mindshare, says that the campaign is about hyper relevance and reaching people when they are hot and thirsty.
She says it targets shoppers at the point of purchase and improves a brand’s ability to influence impulse behaviour.
The national campaign launched in October at key shopping centres, as well as cafes, universities, and big billboards.
It will run until the end of March, when the warm Australian summer will start to recede.
