CREATIVE CAMPAIGN OVERVIEW: 5-week advertising workshop to develop creative campaign for Haagen-Dazs
TABLE OF CONTENTS: RESEARCH Quantitative Qualitative CREATIVE BRIEF CREATIVE AD CAMPAIGN IMC/360 MARKETING
QUANTITATIVE RESEARCH
METHODOLOGY: Online Survey Fielded within 1 week 128 respondents Screener purchased within last month adult female
ONLINE SURVEY
Most Important Attributes
KEY FINDINGS: Consumers prefer specialty over generic flavors Ice cream is equally consumed alone as is socially Consumers are not loyal to specific ice cream brands Haagen-Dazs has low unaided brand awareness Top of Mind/Unaided Awareness
QUALITITATIVE RESEARCH
METHODOLOGY: Focus Group One-on-One Interviews
KEY FINDINGS: PEOPLE BUY FLAVORS OF ICE CREAM, NOT BRANDS Haagen-Dazs is considered upscale, elegant, and delectable Ice cream provokes a sense of nostalgia “Ice cream is bliss”
If Haagen-Dazs was a tv show:
CREATIVE BRIEF
OBJECTIVES: Increase unaided awareness Attract a younger market Depict the brand as approachable and enjoyable
KEY MESSAGE TARGET AUDIENCE: Professional women 25-44 Married HHI of $100,000 and below Quick to test new products and flavors
Haagen-Dazs will enhance a feeling of romance, nostalgia, and excitement while providing increased pleasure and satisfaction
CREATIVE
IMC/360 MARKETING
MOVIES IN THE PARK Haagen-Dazs will sponsor Movies in the Park in the top 20 U.S. markets Target-specific films will be selected and complimentary single-serve products will be distributd
SPEED-DATING Haagen-Dazs will host speed-dating events in the top 20 U.S. markets Singles will have the opportunity to come together while enjoying Haagen-Dazs
LIMO SERVICE Actresses dressed as young professionals will travel around commercial districts in pink stretch limos distributing Haagen-Dazs single servings