THE GIG
”Create a London based PR’able Experiential event to launch new ‘Raspberry & Meringue’ Haagen Dazs”
THE iD ANSWER
5 day ’Sets in the City’ campaign in conjunction with STREAM\.
Pre-promoted on Broadgate community websites, Broadgate magazine and advertising around site.
Turfed Broadgate Arena and screened final week of Wimbledon.
Created relaxing environment with long dwell time.
Consumers given free beauty treatments to increase experience and dwell.
THE RESULT
- 16,200 product samples distributed.
- London PR across print, radio and online.
- 66% of consumers said they’d advocate the experience to friends.
- 34% said they’d definitely go on to purchase the product.