Rincon Gaucho Restaurant DM SENSATIONAL ICE CREAM by Ogilvy & Mather London

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SENSATIONAL ICE CREAM

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Industry Ice cream & Cold desserts
Media Direct marketing
Market United Kingdom
Agency Ogilvy & Mather London
Executive Creative Director Emma De La Fosse, Charlie Wilson
Designer Dan Harman
Typographer Stuart Leung
Released April 2011

Credits & Description

Category: Product Launches
Advertiser: GAUCHO RESTAURANTS
Product/Service: ICE CREAM
Agency: OGILVY & MATHER ADVERTISING LONDON
Date of First Appearance: Apr 12 2011
Entrant Company: OGILVY & MATHER ADVERTISING LONDON, UNITED KINGDOM
Entry URL: http://www.creative-awards.co.uk/2011/Freggo/Sensational/taste/
Senior Copywriter: Rae Stones (OgilvyOne London)
Senior Art Director: Fiona Sanday (OgilvyOne London)
Executive Creative Director: Emma De La Fosse (OgilvyOne London)
Executive Creative Director: Charlie Wilson (OgilvyOne London)
Managing Partner: Jo Coombs (OgilvyOne London)
Artist: Greyworld (Greyworld)
Tech Lead: Craig Mason (OgilvyOne London)
Head of Design: Rory Campbell (OgilvyOne London)
Typographer: Stuart Leung (OgilvyOne London)
Business Director: Dominique Bergantino (OgilvyOne London)
Head of Production: Donna Brown (OgilvyOne London)
Production: John Thompson (OgilvyOne London)
Designer: Dan Harman (OgilvyOne London)
Account Executive: Michael Alexander (OgilvyOne London)
Media placement: Outdoor - Digital - Digital 48 Sheets Around London - 4 April 2011
Media placement: Ambient - Digital Screens In Bars - 4 April 2011
Media placement: Experiential - Event - Exhibition In Menier Gallery - 12-16 April 2011
Media placement: Experiential - I App - I-App To Take Taste Test - 12-16 April 2011
Media placement: In Store POS - Freggo Ice-Cream Bar - 25 April - Ongoing 2011

Describe the brief/objective of the direct campaign.
Freggo ice cream is unknown in the UK market and needed to be launched to well-off Londoners.
It’s quite pricey and its flavours are delicious, complex and sophisticated, eg: Malbec and Berries.

We needed to do two things:
Find our target audience and encourage them to sample the flavours for themselves.

So, we decided to create a sampling campaign with a difference. No-one has ever visualised the sense of taste before – our idea was to do just that.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We fed data from a pilot taste test through a specially created computer program, turning the information into unique artworks. So people could literally see how ice-cream tasted.

The art was displayed at an exhibition called ‘Taste’ in a well-known London Gallery. Invites were sent using the gallery’s databases and the exhibition was listed in London’s culture press and advertised on digital billboards.

Exhibition visitors created their own unique art, posting it to Facebook or MMS to friends.

A ‘free scoops’ promotion drove these culture vultures to Freggo’s store where they could continue testing flavours and creating visualisations.

Explain why the creative execution was relevant to the product or service.
We needed to reach niche segments who don’t respond to typical promotions and advertising, considering themselves ’above it’. Using data visualisation to show the sense of taste allowed us not only to demonstrate how good Freggo tastes, but also to create an event that our audience would really respond to. It was a much more efficient and precise way of identifying and capturing the right target audience than buying in lists or door-dropping.

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 Gallery received a record number of visitors. At the ‘Taste’ exhibition, visitors gave us their email addresses so we could send them their art and we could build Freggo’s (still growing) customer database.

1400 ‘Free Scoop’ flyers were redeemed in store. During the 11 days after the exhibition started, takings went from an average £90 per day to £279 per day. That’s a sales uplift of 310%.

The app is now in store so customers can still visualise taste, share it with friends and so continue the campaign via word of mouth.