EXTRÄA HD

ClientHÄAGEN DAZS
Category A01. Food & Drink
TitleEXTRÄA HD
Product/ServiceICE CREAM ON DEMAND
Entrant PROXIMITY Boulogne-Billancourt, FRANCE
Idea Creation PROXIMITY Boulogne-Billancourt, FRANCE
Additional Company TF1 Boulogne-Billancourt, FRANCE
Credits
Name Company Position
Matthieu ELKAIM PROXIMITY PARIS CHIEF CREATIVE OFFICER
Benjamin DESSAGNE PROXIMITY PARIS EXECUTIVE CREATIVE DIRECTOR
Stéphane SANTANA PROXIMITY PARIS EXECUTIVE CREATIVE DIRECTOR
Bruno BICALHO CARVALHAES PROXIMITY PARIS CREATIVE
Antoine GAUQUELIN PROXIMITY PARIS CREATIVE
Emmanuel DEVEZEAUX DE RANCOUGNE PROXIMITY PARIS VICE PRESIDENT
Nicolas CARLOTTI PROXIMITY PARIS GROUP ACCOUNT DIRECTOR
Audrey BRAHIC PROXIMITY PARIS ACCOUNT MANAGER
Anne LEPEZ PROXIMITY PARIS ACCOUNT MANAGER ASSISTANT
Julien SANSON FLARE HEAD OF PRODUCTION
Pierre BOUDIN FLARE AGENCY PRODUCER
Martine FEREY PROXIMITY PARIS POST PROCUTION DIRECTOR
Simon BENITAH PROXIMITY PARIS POST PRODUCER
Emmanuelle AQUINO PROXIMITY PARIS COMMUNICATION MANAGER
Stéphane FLOCH FLARE PRODUCER
Valentin VIGNET FLARE DIRECTOR
AU REVOIR CHARLIE AU REVOIR CHARLIE SOUND DESIGN AND MIX
Jérôme LORE MY TF1 VOD DEPUTY MANAGER VOD TF1 STUDIO
Manel BELARBI MY TF1 VOD MARKETING MANAGER
Hugo VIGNAUX MY TF1 VOD TECHNICAL MANAGER
Nicolas DEBIN MY TF1 VOD PRODUCT MANAGER
Elise BIOCHE HÄAGEN-DAZS MARKETING DIRECTOR
Bérengere DUPUI HÄAGEN-DAZS MARKETING MANAGER GM BRANDS
Lucie BARAS-RIVIÈRE HÄAGEN-DAZS SENIOR BRAND MANAGER
Charlotte AMPRINO HÄAGEN-DAZS JUNIOR BRAND MANAGER

Background

Haägen-Dazs, one of the leading premium ice cream brand in France was facing very aggressive competitors trying to replace the brand’s domination in one of the key Ice Cream consumption moment: when you come back from work and just chill and watch a movie at home. The Brief: Find a relevant way to create a new occasion of purchase for Häagen-Dazs leveraging this very disputed moment. The Objective: Get more consumers to discover how having the best Ice Cream when watching a movie is the only way to get the ultimate “sofa experience” they are craving for.

Describe the strategy

Häagen-Dazs’s main target are women aged 25yo to 35yo that are passionate foodies for whom a good moment is not complete if it does not include the “sweet treat” that fits. As for this target one of the best moment of the day is their home-movie chill on the evening when they are back from work, we decided to provide them with a direct and relevant solution that will keep this moment perfect thanks to Häagen-Dazs. Our strategy was based on the following insight: “it’s only when you start watching your favorite movie that you realize you don’t have Ice Cream in you fridge anymore” Extäa HD brings a direct and contextualized solution to this problem in order to secure this moment as “the best moment of the day” for the target.

Describe the execution

Exträa HD was created in partnership with My TF1, the largest VOD platform in France, Haagen-Dazs created a new viewing option to improve every movie: The Extra HD button. In a single click, users can now instantly choose their most beloved Haagen-Dazs flavor to go with their film and have it delivered in less than 30 minutes, exactly when the movie really starts. Available from 6 to 11pm, exactly when VOD viewership and ice cream consumption are at their highest rates, Häagen-Dazs created the ideal option to buy ice cream in the perfect place and at the perfect time.

List the results

With this initiative, Häagen-Dazs reached 2.7 million potential new customers (on TF1 VOD). The total reach of the campaign was also improved by the important number of press mentions of the initiative in French’s most famous lifestyle and movie-related magazines and media websites. The main business outcome was that by turning a video-on-demand platform into a permanent e-commerce platform, Häagen-Dazs generate a large amount of incremental sales that would have never occurred otherwise.