2011 Gold Best creative solution or innovation | DMA
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2011 Gold Best creative solution or innovation

01 Dec 2011

Client Gaucho Restaurants

What is wonderful about this work? We differentiated an unknown, expensive ice-cream by creating a sampling campaign for the 21st century. Consumers were able to see taste... Over 21 days we increased footfall to the store by 350%, weekly sales by 150% and inspired consumer-generated content that continues to be shared.

What details of the strategy make this a winning entry? Freggo is virtually unknown in the UK. It's an artisan product made with premium ingredients, with flavours like Dulce de Leche and Malbec & Berries. It's slightly more expensive than average, so we needed an audience with a more sophisticated palette, who'd be prepared to pay for quality. We needed to establish Freggo as a premium artisan ice-cream in London and increase sales at their first West End store. We believed that if we could find urbane, trendy Londoners to experience the taste difference, then they could spread the word for us. Except how do we find these people? And how do we get them to come into store? Our target audience are inured to typical marketing activity. We realised that we couldn't just tell them Freggo tastes different; we had to show them.

How did creativity bring the strategy to life? We created a tastetest app that captured each individual's response to Freggo and enlisted a digital artist to turn that data into a visual representation: each one a bespoke piece of art. This inspired our channel strategy: getting Londoners to a sampling event was virtually impossible - but they would come in droves to a private art view. We chose the Menier gallery, targeted their mailing list and listed the exhibition in online and offline public listings. We even used outdoor digital posters in obscure areas where we knew our cooler Londoners live or work. Gallery visitors could take the taste test and create their own artwork. We sent that art to them to keep and share via Facebook and other social channels. Each guest received a flyer offering free scoops for their friends, driving footfall in store.

Results Over 300 people went to the store and sales increased by 150%. Listed in LeCool, Arts Wednesday, Metro, Blue Tomato and Londonist, the event generated £20,000 of PR coverage. We attracted over 500 people to the private view and a further 450 came the following week - record attendance for the gallery. We created over 800 'artists' and over 500 shared their art, extending the reach of a £10,000 product sampling campaign to over 1,000 people. The taste test is now a permanent feature in Freggo's store.

Judge's comment:"A fantastic piece of work that pushes direct marketing to another level. Encouraging people to create their own artwork based around their interpretation of taste is a brilliant idea - a great example of direct working with experiential." Cordell Burke, Balloon Dog

Team Emma de la Fosse - Executive Creative Director, Charlie Wilson - Executive Creative Director, Rae Stones - Copywriter, Fiona Sanday - Art Director, Rory Campbell - Designer, Craig Mason - Tech lead, Jo Coombs - Business Partner, Dominique Bergantino - Business Director, Michael Alexander - Account Manager, Donna Brown - Producer

Other contributors Greyworld - Digital art

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