Magnum takes to black cabs' roofs for heat sensitive ads

Magnum: LED screens on cab roofs promote brand's  Kisses range
Magnum: LED screens on cab roofs promote brand's Kisses range

Magnum is taking advantage of the UK's heatwave with an outdoor campaign that activates LED screens on the roofs of London cabs according to the weather conditions.

A total of 25 black cabs across London have been loaded up with the dual-sided screens, which come to life when temperatures rise above 19 degrees Celsius, or above 16 degrees when the sun is shining.

Magnum, which is owned by Unilever, has partnered with BrightMove Media, a new digital advertising service that uses a mixture of humidity, temperature and brightness to activate its ads and which is able to adapt to real time information.

The campaign supports the brand’s limited edition Magnum Kisses range and feeds into Unilever’s £2m investment for the brand extension.

Caterina DiFelice, brand manager for Magnum at Unilever UK, said: "Following extensive consumer research that identified demand for classic dessert flavours, Magnum’s latest indulgent range of Kisses are inspired by French patisserie products.

"Available in Tarte aux Pommes and Meringue et Fruit Rouges flavours, we hope that this innovative outdoor advertising campaign will reach pleasure seekers at the exact moment they are looking for a new taste of Magnum luxury."

Last year Magnum pledged to become the first ice cream brand to source 100% of its global coca supply from Rainforest Alliance Certified farms by 2015. 

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