|Category||A01. Food & Drink|
|Product/Service||ICE CREAM ON DEMAND|
|Entrant||PROXIMITY Boulogne-Billancourt, FRANCE|
|Idea Creation||PROXIMITY Boulogne-Billancourt, FRANCE|
|Additional Company||TF1 Boulogne-Billancourt, FRANCE|
|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|
|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|
BackgroundHaägen-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 strategyHäagen-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 executionExträa 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 resultsWith 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.
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