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JCDecaux Lithuania chose one free-standing unit within Somersby’s city-wide OOH campaign and enclosed it entirely in one tonne of ice.
As the ice melted, it slowly revealed the showcase panel containing bottles of the Somersby’s non-alcoholic cider.
The giant block of ice in the middle of the street was surprising and unmissable to the 200k+ people passing the panel.
The unexpected sight interrupted people’s daily routine and boosted brand recall. The concept was unique and entertaining and the slow reveal built anticipation among Somersby’s target urban audience.
Socail Media Coverage
A record high Facebook reach
for campaign post