Colin Lamberton
ECD at Arnold, Amsterdam
Amsterdam, Royaume-Uni
TitreThe (Un)wanted Envelope
Campagne The (Un)wanted Envelope
Annonceur Halo Top Creamery
Marque Halo Top
Date de première diffusion/publication
Secteur d'activité Crèmes glacées
Synopsis To launch an ‘ice cream for adults’ brand in the Netherlands, we hacked the most adult time of the year: tax season, symbolized by the Dutch Tax Authority’s ‘Blue Envelopes’.
Iris created lookalike letters that, instead of warning grown-ups, rewarded them for surviving this period with free ice cream.
Philosophie We hacked the most adult time of the year by creating a direct mail campaign based on the Dutch Tax Authority’s ‘Blue Envelope’. Instead of warning tax payers of an incoming bill, our letters rewarded them with free ice cream for surviving this period.
Problème We needed to launch Halo Top, an ‘ice cream for adults’ brand, in the Netherlands.
Résultat With no media budget, we received over 40% responses to the letters. That turned into:
Free media on dozens of influencers’ Instagram accounts
Thousands of views by the target audience all over the Netherlands
Lots of free ice cream samples
Type de média Marketing Direct
Directeur de la création
Directeur de création
Directeur artistique
Concepteur / rédacteur
Directeur de clientèle
Responsable de budget agence
Manager Director

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