Chillax with Ben & Jerry’s.
** We’re delighted to announce that this campaign won GOLD in the POPAI Awards 2017, in the Campaign and Experiential category.**
To launch two new flavours of Ben & Jerry’s ice cream - Sofa So Good and Wholly Couch - we created an unmissable and engaging in-store activity to stop shoppers in their tracks and link Ben & Jerry’s ice cream with the perfect night at home in front of the telly.
In five high-footfall stores, we installed an eye-catching ‘front room’ setting branded with the clouds and blue sky of Ben & Jerry’s. Complete with artificial grass, white picket fence, big screen and oversized black and white cow print sofa - all sourced in line with Unilever’s commitment to sustainability - the stand was unmistakably Ben & Jerry’s.
Sat on the sofa, shoppers played a branded digital game - developed internally by our Digital team - on the big screen to enter an instant-win competition.
Prizes chosen for the perfect night in flashed across the screen. Players had 30 seconds to hit the TV remote button to stop on a prize that they would then win. The game also managed the availability of prizes as they were won, from branded PJs and slippers to a TV to free ice cream.
The foyer activity engaged over 2.5k shoppers a day.
A scaled down activation also featured in the freezer aisle of a further 85 stores, engaging a further 500 shoppers per store. 27k shoppers in total got to taste the new flavours.