Ben & Jerry’s, is the world-famous American company that manufactures ice cream, frozen yogurt, and sorbet. The company was founded in 1978 in Burlington, Vermont, and sold to Anglo-Dutch conglomerate Unilever in the year 2000. Recently, Unilever Singapore has launched a interactive OOH campaign Ben & Jerry’s. The interactive screens placed strategically across Singapore are promoting new flavours of frozen drinks.
They have been created in collaboration with Mindshare Singapore and Clear Channel. The ‘Better Served Frozen’ campaign sees digital ads installed close to supermarkets and CBD appearing at lunchtime and in the evening.
The passersby are prompted to touch the panels which then “shake and shatter” and reveal the newly launched flavours. This inventive interactive OOH campaign is generating quite a buzz and interest in consumers that will eventually drive sales.
Ben & Jerry’s Singapore assistant brand manager Michelle Foo said: “The DOOH execution with Clear Channel aligned with our digital plan across social, digital, mobile and launches activations. We leveraged interactive screens to transform traditional out-of-home advertising into unique brand engagement opportunities.
“Unveiling a product using elements of anticipation and interaction through this innovative concept will strengthen top-of-mind recall and ultimately sales.”
Amanda Woo, head of client partnerships and business development at Clear Channel Singapore, claimed the campaign delivers “highly contextual and meaningful engagement with consumers”.