The Drum Awards for Marketing Entry Deadline

-d -h -min -sec

O2 Unilever Wall's

Unilever sponsorship of O2 Wifi to tempt users with Wall’s ice cream


By The Drum Team | Editorial

August 9, 2012 | 2 min read

Those using free O2 Wifi in London today will be tempted by Wall’s ice cream, as part of Unilever’s sponsorship of the channel throughout August.

The Wall’s ‘Love Ice Cream’ campaign will see brand such as Magnum and Cornetto owning all media placements on the wifi welcome pages.

Thermal Targeted Proximity Messaging will be used, triggered by a temperature setting in Zone One, so it will only be received when the sun is out and a certain temperature is reached.

Claire Valoti, managing director of O2 Media, said: “It is great to see a company such as Unilever and their brand Wall’s Ice Cream exploring new ways of reaching their consumer. The fantastic thing about the partnership is that it integrates O2 Media and O2 Wifi to deliver something that consumers love - free wifi - but places a Wall’s Ice Cream right in their path when the sun shines, creating amazing relevance.

“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 Unilever Wall's

More from O2

View all


Industry insights

View all
Add your own content +