Find Your Summer

Winter in the UK is harsh, with average January temperatures reaching just 1.0°C¹ and only 2.4 hours of daily sunshine. Rain, cloud and snow dominate the season, with an average of 15 days of precipitation in January alone. As a result, people spend more time indoors, and over three quarters admit there are weeks when they never go outside from Monday to Friday. Unsurprisingly, 4 in 10 say they feel less happy in winter than in summer.

These conditions also hit the ice cream category hard. Between August and January, UK ice cream sales more than halve, dropping from 140 million litres to just 60 million. Despite this, Magnum saw an opportunity. Rather than accept winter as the enemy of ice cream, the brand encouraged people to step outside, embrace small moments of pleasure, and discover their own little taste of summer, even in the coldest months.

As part of our Find your Summer campaign, we placed digital billboards that tracked every sunny spot in the city. Thanks to real-time data of the sun’s position, we were able to encourage people to enjoy those little moments of sunshine in the winter near them.

These billboards showed the location and time where people could find those spots.

Every billboard also had beacons that sent geo-located push notifications to let people know the nearest store where they could buy a Magnum with a discount.