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Media Strategy

The media objective was to drive sales and brand interaction amidst poor summer weather within the competitive confectionery sector. Creatively, HB owns the platform 'ice cream makes you happy' which offered an insight into starting the conversation with consumers

Execution

To maximise the HB Ray D'Arcy sponsorship we teamed up with the show for a 2 month campaign entitled ‘Happy Days’ encouraging consumers to upload a happy snap of themselves enjoying HB ice cream to win their very own HB Happy Days party to include a bouncy castle, band, comedian, BBQ, loads of delicious HB ice cream and a cleaner . This campaign included a press partnership with the Irish Daily Star newspaper to include full and half page ads with a gallery of photos printed from facebook and a modest facebook campaign. There was also a nationwide shout poster campaign with a call to action for people to upload photos.

Target Audience

The campaign was designed to reach as wide an audience as possible, revitalising the brand for those who grew up with HB and driving relevance for the younger audience.

Effectiveness

The main success was on facebook where our total number of fans grew from 6,000 in June to 15,400 in August (an increase of 71%). This activity provided great talkability for the brand and gained huge PR exposure.

Today FM received more than 3,000 emails to enter the 'Happy Days' tour competition. Four families won (parties hosted over four consecutive weekends) and an average of 105 friends/family attended each event.

The Ray D'Arcy Today FM webpage increased from 70,000 average monthly views to 111,000 in July (where they would typically see a dip in the summer months).