2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Haagen Dazs wanted to do something extraordinary to celebrate the true spirit of the nation’s diversity. So HD created an event on a national day by giving people the chance to experience their band positioning which creating extraordinary moments while celebrating and enjoying their delicious ice cream

Background

Over 8 million people from 200 nationalities reside in the UAE. However, in this melting pot, we rarely see them connecting to that one nationality that is UAE a true home to- the Emiratis. Due to cultural differences, there is not much interaction with the Emiratis and hence people know very less about their history.Haagen Dazs, a brand known for creating extraordinary moments, wanted to bring expats and Emiratis together to celebrate the true spirit of diversity.

Describe the creative idea.

On UAE’s National Day, Haagen Dazs opened its doors to welcome people in a different way. Every counter, Every table of a store had a local Emirati offering people from different nationalities a seat to share. This kind gesture instantly turned into what we call an “ice-cream” breaker. And suddenly the whole place was bustling with conversations

Describe the strategy.

On National day we hired Emirati talents in our JBR shop who will occupy the tables of HD shops. These promoters will have a table tent saying have a seat ice-cream is on me. While having the ice-cream the promoter will start talking about his countries heritage Anyone who stepped into the HD store to have an ice-cream break time will face a small issue, Each table is occupied by an Emirati with a message on his table saying ice cream is on me. Target Audience : UAE Expats English, Indians, Lebanese, Egyptians, Russians, Filipinos. On the UAE’s 47th National Day, Haagen Dazs introduced the nationalities of the world to the locals of the UAE, the Emirates.

Describe the execution

Haagen Dazs introduced the nationalities of the world to the locals of the UAE, the Emiratis. Haagen Dazs introduced the nationalities of the world to the locals of the UAE, the Emiratis. We invited Emiratis to become Haagen Dazs hosts and welcome people into our stores to have ice cream with them. The National Day special ice-cream soon became an ice breaker Creating extraordinary connections.Sharing knowledge and smiles. This new kind of friendship soon became a trending topic on social media.

List the results.

Over 0.7 million impressions received An 85% increase in brand love And a 20% increase in sales