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Anthem worldwide has partnered with Unilever to launch a connected POS campaign for HB, Ireland's number one ice cream brand. The HB portfolio comprises ice cream brands including in home and out of home ranges. It delights consumers with local favourites such as Brunch and Ice Berger as well as global brands including Magnum and Cornetto.

Anthem was briefed to drive Irish consumers to the freezer cabinet in store and encourage them to see ice creams as an alternative to a confectionery snack rather than just a summer treat. The agency has seized the opportunity to 'liberate' a number of physical assets by using over 4,000 ice cream fridges across in-store locations as pieces of media real estate.

The connected fridge campaign across all brands allowed consumers to scan a snap code to get a chance to win a range of festival tickets during the summer. Snapcodes also appeared on Out Of Home (OOH) media including adshels and outdoor billboards to drive users to a landing page to help locate the nearest stocked store. The campaign launched with all supporting marketing collateral created by Anthem in partnership with Mindshare and integrating Unilever's 'Talking Ice Creams' global campaign.

Anthem literally 'opened up the summer' for consumers by turning the real world fridge assets into digital media assets. Physical for consumers is becoming digital, while digital is becoming their reality and the smartphone is the enabler of this fluidity and all the time consumers are being provided with deeper engagement with their favourite brands.

This is the most breakthrough promo mechanism that has ever been implemented at HB. The campaign allows consumers to interact with the HB brand and its products in a highly engaging way.