PROXIMITY, Boulogne billancourt / HAAGEN DAZS / 2018
Exträa HD by Häagen-Dazs
The first ever movie viewing option that includes ice cream delivery.
An innovating service implemented in France’s biggest video-on-demand provider.
Presented as a brand new video format supplanting HD or Full HD, Exträa HD became the living proof that the ultimate home-movie experience is not only a matter of video format (because nothing compare to the pleasure you get from watching a good movie with the perfect Ice Cream in hand).
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.
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.
GOODBY SILVERSTEIN & PARTNERS, San Francisco
2007, HAAGEN DAZS