Freggo ice cream is big in Argentina but not in the UK. They needed to find Londoners with sophisticated tastes and drive them to their new flagship store. Problem is, they had no database and the target audience doesn't respond well to typical marketing.
So we drove them somewhere they'd like to go; an art exhibition. We targeted the gallery's own database, free listings in the art press, and digital media to publicise 'Taste; an exhibition'.
We used taste data to create art-works for all the ice creams and at the Private View, we invited visitors to taste and create their own.
Visitors published their Freggo art-works online and told their mates. Now Freggo was cool, everyone accepted a flyer with an offer to drive to store. They got 2 free scoops and Freggo got a 310% uplift in sales, plus a whole new database of fans.
As the launch deadline loomed, the creative team approached me to help push them to the finish line. This involved designing the interface where visitors would define their taste experience. I mocked up the initial key visuals and then collaborated closely with a designer, lead developer and UX designer to interpret it directly to code. Naturally, this led to some compromises and new opportunities.
We measured our own success by the way visitors easily interacted with the tool while enjoying their ice cream and sipping on flutes of champagne.
Best Use Field Marketing & Experiential
Best Creative Solution or Innovation
Direct: Grocery, Soft Drinks & Household