Ben & Jerry's DM GIVING MACHINE by Indie

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Industry Ice cream & Cold desserts
Media Direct marketing
Market Netherlands
Agency Indie
Creative Director Lode Schaeffer
Copywriter Lysbeth Bijlstra
Designer Jan Erik Kwak
Released April 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: BEN & JERRY'S
Product/Service: ICE CREAM
Agency: INDIE
Date of First Appearance: Apr 19 2010
Entrant Company: INDIE, Amsterdam, THE NETHERLANDS
Creative Director: Lode Schaeffer (Indie)
Head of Innovations: Gabriel McIntyre (Indie)
Copywriter: Lysbeth Bijlstra (Indie)
: Jasper Goossen (Apenkooi)
: Frank de Ruwe (Natwerk)
: Sanne Pelgr (Natwerk)
Project Manager: Renee Kruijf (Project Indruk)
Designer: Jan Erik Kwak (Mr Mister)
Developer: Nard Haverkort (RDnA)
Managing Partner: Mark Aink (Indie)
Account Manager: Sabien Smit (Indie)
Media placement: Website - - 19.04.2011

Describe the brief/objective of the direct campaign.
Create a direct response action around the new ice cream flavour from Ben & Jerry's to get the fans more involved with the brand and the new ice cream flavour.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the first direct sampling action:

We told our fans: buy one, give one free.

Through the Internet, the purchaser of an ice cream cup could enter a code to gain the control over giving machines in major shopping malls. These machines were positioned opposite escalators. This allowed the buyer to select a stranger descending the escalator to receive a free ice cream from the robot.

So we got them actively involved with the brand again, and we made them spread their enthusiasm to new fans.

Explain why the creative execution was relevant to the product or service.
Ben & Jerry’s philosophy since its founding in 1978 has been: What you give is what you get.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The giving machine was part of a bigger, longer running campaign developed by INDIE for Ben&Jerry’s, The Givolution.
Within this campaign we used the allocated sampling budget to develop the giving machine. In this way the public interacted actively with the brand and with each other. Our aim was to sample Ben&Jerry’s new flavour Fairly Nuts during the introduction and create on and offline buzz.
6000 icecreams were passed on using the giving machine in 4 weeks time, the givingmachine gained €1 mln worth of mediaspace. The Givolution site was visited 65.000 times and Fairly Nuts sold 15% above target.