|Titre||The (Un)wanted Envelope|
|Campagne||The (Un)wanted Envelope|
|Annonceur||Halo Top Creamery|
|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||Colin Lamberton|
|Directeur de création||Rachna Dhall|
|Directeur artistique||Gustavo Figueiredo|
|Concepteur / rédacteur||Gabriel Abrucio|
|Directeur de clientèle||Alexandra Van Nunen|
|Responsable de budget agence||Michael Kirijian|
|Manager Director||Chris Friend|
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