| Titre | Baby Bjorn |
| Agence | Grey New York |
| Campagne | Baby Bjorn |
| Annonceur | International Dairy Queen |
| Marque | Dairy Queen |
| Mise en ligne | Décembre 2012 |
| Secteur d'activité | Chaînes de fast-food & de restaurants |
| Philosophie | This promotional spot, "Baby Bjorn," shows what happens when a toddler'scraving for a Blizzard conflicts with his dad's. The response wasphenomenal. The original forecast was for sales of 280 Blizzards a week --Dairy Queen actually sold an average of 520 per week. Halfway into thepromotion, DQ sold out of the ingredients altogether and had to shut down the promotion for two days while it restocked the entire franchise system. |
| Problème | Dairy Queen stands for three simple things that people really crave: treats,burgers and fun. Our strategy for DQ is to drive that craving across a broadrange of targets. The product is always the hero and the tone is alwayslight-hearted. |
| Résultat | Although the spot is new, it has already attracted a lot of attention. Itwas short-listed at Cannes and chosen as an Adweek Best Spot of the Month.It will also be featured in an upcoming article in USA Today. Overall, Dairy Queen's sales are up 10% systemwide versus last year -- wayahead of the industry average. |
| Type de média | Télévision |
| Longueur | |
| Marché | Etats-Unis |
| Directeur de création | Jonathan Rodgers |
| Concepteur / rédacteur | Ari Halper |
| Concepteur / rédacteur | Joe Gatti |
| Directeur artistique | Steve Krauss |
| Producteur, agence | Diana Gay |
| Directeur artistique | Janet Ricards |
| Maison de production | Harvest Films |
| Réalisateur | Baker Smith |
| Responsable de la création | Tim Mellors |
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