Creo Adworld was appointed by Häagen-Dazs, and was responsible for the creative collaterals used in the campaign.The campaign involved installations of campaign visuals in all of the city state's Häagen-Dazs cafes, as well as in selected supermarkets, cafe events and a weekend of atrium fairs.
The campaign also involves a digital element with a revamp of the existing Facebook fan page.
Creo's PR arm, Creo PR was involved with liaising with media prior to the launch date, including producing a specially-designed PR Kit comprising of a mini cup of Häagen-Dazs ice-cream and a golden spoon, personally delivered to key journalists and media.
The campaign's first week of events saw consumers flocking to the Häagen-Dazs cafes, with the first 100 scoops of ice-cream free. The atrium fairs have seen an increase in sales.
"We are delighted to be working on this campaign together with General Mills Singapore, with the belief that a successful campaign should go beyond just traditional advertising. Keeping abreast with its consumers social and buying behaviours, on-ground activations, social media and direct marketing serves as a more effective medium to traditional advertising," commented Sean Badlishah, executive director at Creo Adworld.
