If there is one thing which sums up Wimbledon other than the actual tennis, it is of course Strawberries and Cream. And what better way for luxury ice-cream brand Häagen-Dazs to activate their sponsorship of the tournament than by serving up one of their iconic flavours to the people of the UK? When Ad agency Grey London asked us to help them realise a Wimbledon activation for their client Häagen-Dazs, which took the tennis tournament around the whole of the UK, we knew we were in for a treat. The campaign entitled ‘extraordinary serve’ aimed to bring to life the essence of the brand in a sociable and shareable way.
The idea revolved around a tour of 6 cities in the UK, where we would find and surprise Häagen-Dazs target consumers and invite them to sample their strawberries & cream with their friends.
We knew we needed something which was visually eye-catching to be a focal point of the campaign. We created a fully wrapped refrigeration van, which would serve to communicate our key themes whilst also housing our ice cream at the right temperature for the perfect serve. Selecting and training the right staff for the campaign was also key.
We needed a group of Angels who could act as our Wimbledon ball boys and girls, getting the public excited about the campaign whilst also being able to intelligently deliver key brand messages and, of course, ice cream samples.
The campaign logistics were also challenging, particularly when dealing with food safety and sampling the ice cream at the right temperature. But meticulous pre-event planning on our part meant we had all outcomes catered for, ensuring the campaign could go without a hitch.
The campaign was live for the duration of the Wimbledon tournament and our team of Angels surprised and delighted unsuspecting members of the public with an extraordinary serving of Strawberries & Cream, encouraging them to share their experience across social media.
This campaign really took Wimbledon around the UK, encouraging people to connect with the tournament and Häagen-Dazs in a different way.