SCENTED PHONE PAPER by Batesasia Hong Kong for Häagen-Dazs

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SCENTED PHONE PAPER

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Industry Ice cream & Cold desserts
Media Direct marketing
Market Hong Kong SAR China
Agency Batesasia Hong Kong
Art Director Mandy Ng
Released June 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: GENERAL MILLS HONG KONG
Product/Service: HAAGEN DAZS GREEN TEA ICE-CREAM
Agency: BATESASIA HONG KONG
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: BATESASIA HONG KONG, HONG KONG
Creative Chief: Adams Chow (Bates141 Hong Kong)
Group Creative Director: Terry Tsang (Bates141 Hong Kong)
Creative Director/Visual Art: Walter Lai (Bates141 Hong Kong)
Art Director: Mandy Ng (Bates141 Hong Kong)
Senior Art Director: Gary Lee (Bates141 Hong Kong)
Senior Copywriter: Julia Cheung (Bates141 Hong Kong)
Senior Copywriter: Raymond Wong (Bates141 Hong Kong)
Media placement: Office Telephone - Phone Paper Placed In Office Around Hong Kong - 1 June 2009

Describe the brief/objective of the direct campaign.
Our objective was to promote the new green tea flavour of Haagen Dazs, especially to our core customers-- the office ladies. Office ladies in Hong Kong are materialistic, picky and hard to please. Being bombarded with similar advertising everyday makes them immune to traditional commercials. Thus, we would like to explore an innovative medium to reach them.

Explain why the creative execution was relevant to the product or service.
This promotion appeals to our target audience's senses. The Green tea scented telephone papers deliver the unique sense of freshness while they are gossiping over the phone. Their emotional side is reached. Since the paper also acted as a redeemable voucher, we also captured their rational minds getting them to run to the nearest shops and try out the new flavour.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
On average, an office lady typically takes phone calls more than 80 times per day. So, the office phone is a good medium to reach our target. We collaborated with an office phone cleaning supplier, putting green tea scented phone papers under the receiver. The scented papers were not only pleasantly refreshing on their own, they also acted as discount coupons to buy the new flavoured ice cream.

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 promotion was remarkably successful. For less than $1 per paper, we reached out to 28990 targetted consumers in a fresh and enticing way. Over 10000 cups were redeemed in just 1 week. Many shops actually sold out during this period.