Halo Top - "The (Un)wanted Envelope"

iris

iris Amsterdam, Países Bajos

3210

Título	The (Un)wanted Envelope
Agencia	iris
Campaña	The (Un)wanted Envelope
Anunciante	Halo Top Creamery
Marca	Halo Top
Fecha de primera difusión/publicación	2019 / 5
Sector Empresarial	Helados
Sinopsis	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.
Filosofía	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.
Problema	We needed to launch Halo Top, an ‘ice cream for adults’ brand, in the Netherlands.
Resultado	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
Medio	Impresiones Colaterales y de Marketing Directo
Director ejecutivo de creación	Colin Lamberton
Director creativo	Rachna Dhall-Haasnoot
Director artístico	Gustavo Figueiredo
Responsable de conceptos / redactor	Gabriel Abrucio
Director de cuentas	Alexandra Van Nunen
Responsable de cuentas de agencia	Michael Kirijian
Diseñador	Michael Dooling
Manager Director	Chris Friend