Communicate the launch of Haagen Dazs' limited edition Raspberries & Meringue while giving consumers an indulgent, memorable, and relaxing experience.
iD designed the Sets and the City tour - bringing the Wimbledon experience to the city, encouraging consumers to relax on their lunch break or after work and indulge in Häagen Dazs.
How it worked
- Consumers watched Wimbledon from a live feed on giant screens in the sunshine
- Brand ambassadors roamed Broadgate Circus sampling Raspberries & Meringue Häagen Dazs ice-cream
- Trained beauty therapists performed relaxing treatments offering consumers champagne to further enhance the indulgent experience
- An immersive sampling experience
- 16,500 samples
- 80% of consumers said they would go on to purchase
- 66% of consumers would tell others about their experience
- National PR coverage across print, radio and online