‘Ben & Jerry's Big Night In’ nominated for experiential award

As an agency who pride ourselves in creating top-class face-to-face experiences, we’re delighted that our ‘Ben & Jerry's Big Night In’ campaign has been nominated in the Campaign and Experiential category in the POPAI Awards.

To create excitement around two new flavours of Ben & Jerry’s ice cream, Sofa so good and Wholly Couch, we took our ‘Big Night In’ installation on tour last September.

With plenty of ice cream samples to go around, we surprised shoppers with an unmissable and memorable shopping encounter to remind them to visit the freezer aisle and enjoy Ben & Jerry’s during their own night in in front of the TV.

Shoppers were invited to sit on our Ben & Jerry’s cow-print sofa to play our digital game – developed by our in-house Digital team – to win one of 3000 instant prizes.

As images of branded prizes flashed through on the TV screen, players had 30 seconds to use their quick reactions to stop the game on a prize of their liking - from branded pyjamas, t-shirts and keyrings, to box sets, vouchers and the main prize of a HD LED TV. And of course, free ice cream.

Across the campaign, which also featured smaller, scaled down activities in the freezer aisle of a further 85 stores nationwide, 27,000 samples were tasted, with a total of 56,000 shoppers engaged.

Well done to all those involved here at N2O on executing such an engaging and creative experience with such success. As the ultimate symbol of creativity, innovation and best practice in shopper engagement and successful retailing, it’s great to see the POPAI Awards recognising our team’s talent and hard work.

Good luck to everyone nominated, we look forward to the Award announcements in October!

All nominations can be viewed here.

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