Wall’s and O2 target ads around weather

Londoners using free O2 WiFi will be served ads from Wall’s Ice Cream when the temperature rises following a partnership between the communications company and Unilever.

Unilever O2

Unilever, the parent company of Wall’s, is sponsoring the free WiFi service for the month of August. Under the deal, Wall’s will own all the media placements on the WiFi welcome pages in Zone 1 in London.

Wall’s “Love ice cream” campaign will also combine location-based and contextual marketing. It will use “thermal targeted proximity messaging” to send out messages to O2 More users when the sun is out and the weather reaches a certain temperature.

Claire Valoti, managing director of O2 Media, said: “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 parent company, Telefónica Digital, said last month it hopes new products, partnerships and expanding existing units to international markets will mean its financial services and advertising unit will generate up to €1.1bn in revenue by 2016.

In August last year, O2 Media appointed Simon Voysey as its first creative solutions manager to bolster the multimedia capabilities of its mobile marketing programme O2 More.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here