Unilever sends ice cream ads to O2 customers

O2 Wi-Fi: Wall's targets consumers via thermal proximity messaging in London
O2 Wi-Fi: Wall's targets consumers via thermal proximity messaging in London

Unilever is accompanying its sponsorship of O2's free Wi-Fi service landing page with a campaign for Wall's ice cream, to introduce O2's targeted proximity messaging that is controlled by London's weather.

Unilever has partnered O2 Media and O2 Wi-Fi to target consumers through "thermal targeted proximity messaging", which will send text messages that advertise Wall's ice cream, in certain weather conditions.

Consumers in Central London will receive messages from O2 when the weather reaches a set temperature.

Messages will promote the Wall's brands and end with the line, "If ice cream makes you happy, click here".  Consumers will then be taken to a dedicated site for Wall's masterbrand campaign, 'Love Ice Cream', at www.icecreammakesuhappy.co.uk.

The sponsorship of the O2 Wi-Fi landing pages will also click through to the dedicated site.

Claire Valoti, managing director of O2 media, said: "The fantastic thing about the partnership is that it integrates O2 Media and O2 Wi-Fi to deliver something that consumers love – free Wi-Fi – but places a Wall's ice cream right in their path when the sun shines, creating amazing relevance.

"We have big plans for thermal messaging because of the increased accuracy in terms of delivering the right message to the right consumer and the ability to message a consumer based on the British weather, something we know many of the brands we work with are hugely interested in."

O2's Wi-Fi service in central London runs throughout the summer, providing seven squares and shopping streets with the free service, including Leicester Square, Piccadilly Circus and Exhibition Road.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug