For the global re-launch of Häagen-Dazs’ enhanced and extended ice cream range, there was a strong move to re-position the brand as a lifestyle icon. Lead agency Saatchi & Saatchi developed beautiful assets for screen and print. Spicerack were tasked with seamlessly developing the campaign for all global online platforms.
Häagen-Dazs
Every day made extraordinary
Three-tiered campaign
social – standard – Rich media
Social formats were required to hit a highly socially-active audience, desensitized by repetitive, static, often non-interactive and therefore unengaging, creative.
Standard online creative needed to be developed to work across a non-standard format range, still prevalent, particularly across continental Europe.
The aim of high-end rich media formats was to maximise the wide range of highly connected stories told across multiple product-specific vignettes.
Our strategy
We proposed rich media formats across desktop, mobile and social that integrated the video vignettes richly in line with the products themselves.
The toolkit also needed to cater for markets with less remit for high file size and video. So formats were devised that held their own against the exuberant feel and flow of the rich media.
The final toolkit was designed for the different markets to be able to quickly mix and match the different products, models and messaging in unison or individually across any format.
Social
Dynamic video storytelling
Facebook & Instagram
We are well-versed in complex manipulation of TVCs for diverse digital requirements. This skill is ideally transferrable to rich social formats such as Facebook Canvases and Instagram Carousels. We created formats that worked seamlessly on both platforms without needing adaptations. We meticulously edited 30-second TVCs down to mere seconds, in order to create quick-hitting creative suited to limited audience attention.
STANDARD MEDIA
DESKTOP & Handheld
In Detail
The standard online media needed to work across diferent markets’ often IAB-oblivious, dated specs. With our global toolkit strategy, all the formats we developed required a universal energy and quality, unfettered by restrictions. We confidently committed to designs which blended full-bleed, richly colourful photography with bold, adventurous typography, without being held back by worst-case scenarios or antiquated media specs.
Rich Media
Desktop & Handheld
In Detail
Well-researched background on our audience assured us of their receptiveness to interaction and engagement with well-targeted, intriguing communication. Therefore, rather than spread too much product-specific video across multiple creatives of the same format, we carefully crafted multiple assets to work together within single ads. By allowing the audience to select their product of interest through a menu of video footage, we encouraged greater, more meaningful dwell-time. The ads also called up different, relevant end frames depending on the audiences’ video selection. This reinforced their decision-making, leading them on a relevant journey to a self-initiated call-to-action.
