Halo Top - "The (Un)wanted Envelope"

iris

iris Amsterdam, Olanda

3111

Titolo	The (Un)wanted Envelope
Agenzia	iris
Campagna	The (Un)wanted Envelope
Cliente	Halo Top Creamery
Marca	Halo Top
Data di Prima Diffusione/Publicazione	2019 / 5
Settore	Gelati
Trama	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.
Filosofia	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.
Risultato	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
Tipo di Media	Stampati per Direct Marketing
Executive Creative Director	Colin Lamberton
Creative Director	Rachna Dhall-Haasnoot
Art Director	Gustavo Figueiredo
Copywriter	Gabriel Abrucio
Account Director	Alexandra Van Nunen
Account Manager	Michael Kirijian
Designer	Michael Dooling
Manager Director	Chris Friend