Working alongside creative agency, CKSK, media planning and buying agency Starcom and OOH media agency Kinetic, the media-first campaign reacts to changes in temperature to deliver free WiFi to consumers.
To encourage engagement with the general public, free WiFi ‘cold-spots’ were placed in Adshel bus shelters on Camden Street and Leeson Street in Dublin city centre. Playing on the #LovetheCold theme, a temperature sensor was installed at each bus shelter.
These sensors activated once the temperature dropped below 2 degrees, allowing passers-by to access the free WiFi signal. If the weather wasn’t cold enough, consumers could drop the temperature at the touch of a button via a digital screen installed in the bus shelter. Users could only connect to the free service once they confirmed that they were over 18 years of age.
As well as digital OOH, the campaign also ran on large format billboards including 48-sheet and Commuter Squares as well as a selection of transport formats including Luas and DART internals and bus T-sides. The campaign ran for the last two weeks of February.