In a market first for VMO and Streets, Unilever partnered with the Outdoor advertising network to launch their ‘Talking Ice Cream’ summer campaign via a fully-automated, real time dashboard solution.
Designed by VMO, the custom-built platform enabled Streets to serve dynamic, geo-targeted messaging triggered by current news, weather and events in real-time. Multiple creative assets were broadcast nationally across the VMO On-the-go petro-convenience network. In addition, Streets utilised the VMO Shop formats to enhance the brand message at iconic Manly Wharf and on the Gold Coast’s Chevron Renaissance large format digital billboard.
VMO’s GM sales and marketing Paul Butler said: “Unilever’s objective was to position Streets ice cream range as the coolest snack over summer and to deliver targeted messages with strategic placement, tactical timing and impact – as close to moments of purchase as possible. We pride ourselves on delivering unique and innovative solutions and in this instance have created a custom tool that provided Unilever with the access, flexibility and technological capabilities required to make their campaign a success.”
Having direct access to the dashboard gave Unilever the opportunity to leverage iconic summer events such as the Australian Open Tennis by altering their creative to reflect current scoreboards and trending conversations via Streets quirky cast of talking ice cream heads.
With summer being a peak time for OOH advertising and the market competing for consumer attention, Unilever were able to cut through the clutter and engage their audiences with a contextually relevant, conversational campaign.
As part of the campaign, Unilever will receive a DART generated post campaign analysis that will report on levels of audience engagement along with additional campaign insights to support further planning and strategy for Streets.
The campaign ran from 24 December to 17 February.