Cannes Lions

IMPULSE ICE CREAM

141 WORLDWIDE, Copenhagen / UNILEVER / 2006

Presentation Image

Overview

Entries

Credits

Overview

Execution

Using the Heartbeat (the heart-shaped logo found on the wrapping) in a gift-with-purchase-like mechanic was mandatory. The challenge then was to find gifts that were relevant, and stage the mechanic in a way that could create excitement and involvement within the target group. By cooperating with Creative Labs and EMI Music, Frisko was able to offer the consumers MP3 tracks with their ice cream purchase. The promotion then needed a universe that would make the consumer want to participate: the answer was a virtual club filled with music and entertainment: The Heartbeat Hotel.

Outcome

The consumers welcomed Heartbeat Hotel: 8.5% of the target group visited the website – and of these 33% became members. The in-store activity (Buy ice cream and send in the heartbeat) had a response rate of 8%. For the trade the promotion had big impact, and the point of sale material was used by more than 3000 stores. Internally, for the client, the Heartbeat created excitement and involvement for all employees from truck drivers to manager. At the end of the year, the consumer preference for Frisko impulse ice cream had increased to 83%.

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