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P4 OGILVY, Panama City / DAIRY QUEEN / 2018
Awards:
Overview
Credits
CampaignDescription
Since every Blizzard was to be served upside down, we decided to build a whole store upside down.
We constructed a Dairy Queen stand completely upside down. The structure was built from the ceiling down (rather than from the ground up). We then hired a professional acrobat who was suspended from the ceiling and posed as a Dairy Queen employee handing out Blizzards.
Execution
The project had basically two parts.
First, we had to overcome the obstacles regarding the structure. For 3 months, we designed, developed and built a store that could work upside down. We had to come up with new solutions to make a real experience.
Secondly, we had to find a sales team that could work upside down. We contacted a local performance group. Their acrobats trained every day for weeks to develop the ability to hang upside down for a long time.
Finally, when both parts of the project were prepared, we unveiled on the best date to bring the experience to life.
Outcome
Content shared by onlookers received over 4.4 million views and over 143,000 engagements 9 days. Social media reports showed that thousands of comments included people speculating how in fact this stunt was pulled off and sentiments of disbelief.
In less than 10 days, the brand was able to generate an impact on social media of over 4.65 million interactions, based on the originality of the Blizzard, which just days before wasn´t even turning heads.
Dairy Queen was able to prove that the Blizzard could still learn new tricks and once again astonish customers with the ability to defy gravity.
Relevancy
The Blizzard had claimed to be the creamiest of ice creams. Dairy Queen created an in-store ritual: serving Blizzards upside down with the promise of a spill-free experience, or it´s free of charge.
This experience had become all too predictable.
To revive the Blizzard’s, we built a store upside down, an experience that aims directly to our target bringing the brand’s proposal to the next level, engaging customers in an original way.
Strategy
Dairy Queen’s target is very wide and diverse. Everyone loves ice cream from kids to elders.
We chose one of the biggest shopping malls in town and scheduled the vision-defying stunt on Friday, April 20th, a day with the highest foot traffic. It also happened to be a special payday in which all salaried employees receive bonuses, therefore guaranteeing even more traffic.
The stunt was located near the main entrance and designed to be eye catching, so no one could pass by without noticing it.
Synopsis
Since its launch in 1985, the Blizzard had claimed to be the creamiest ice creams. To prove it, Dairy Queen created an in-store ritual: serving blizzards upside down with the promise of a spill-free experience, or it´s free of charge.
Three decades later, this experience had become all too predictable.
Even though the Blizzard has introduced new flavors and mixes, the brand needed an original experience that reconnected with its core value: creaminess.
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