Ben & Jerry’s rolls out interactive OOH campaign with ‘shattering glass’ revealing new product line

Unilever Singapore has rolled out a digital out of home campaign for Ben & Jerry’s with interactive screens across Singapore promoting new flavours of frozen drinks.

Created in collaboration with Mindshare Singapore and Clear Channel, the ‘Better Served Frozen’ campaign sees digital ads placed close to supermarkets and CBD and appearing at lunchtime and in the evening.

Consumers are invited to touch the panels which then “shake and shatter” and reveal the new flavours.

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 launch 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”.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing