FLAVOURS AT BASKIN ROBBINS

TitleFLAVOURS AT BASKIN ROBBINS
BrandLG ELECTRONICS
Product / ServiceLG ICE CREAM MOBILE PHONES
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantMINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency:MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Credits

Name Company Position
Tan Poh Lee Mindshare Malaysia Partner
Sheley Lim Mindshare Malaysia Senior Executive
Charlene Kwa Mindshare Malaysia Account Manager
David Chu Mindshare Malaysia Senior Executive
Grey Worldwide Sdn Bhd

Results and Effectiveness

Seeing LG Ice Cream phone tags in display freezers while picking out ice cream flavors definitely piqued the interest of Baskin Robbins customers. LG Ice Cream phones were the hit flavor of the month! During the month-long campaign, visibility at Baskin Robbins led to 5,500 enquiries for the phone, which was rewarded with Baskin Robbins vouchers. 50% of the enquiries were converted into sales.

Creative Execution

The campaign to promote LG Ice Cream phones was novel, fun and different from the usual mobile phone advertisements. The LG Ice Cream phones were launched as “new flavors” at select Baskin Robbins stores nationwide. In display freezers, vanilla, strawberry and pistachio ice cream tubs were tagged to match each phone color (white, pastel pink and baby blue) to enhance the “appetite” for LG Ice Cream phones. On the menu, the “LG Ice Cream Trio” – a special edition, 3-scoop ice cream cone of vanilla, strawberry and pistachio representing the phone colors – was specially created to give a sense of “exclusivity” to the LG Ice Cream phones. Within the outlets, merchandising materials at key touch points (dining tables, payment counters) provided detailed LG Ice Cream phone details, further reinforcing LG’s branding.

Insights, Strategy and the Idea

Malaysia’s mobile phone market offers many “fun” options for teenagers and young adults. When LG launched its newest range of mobile phones called ‘LG Ice Cream’ inspired by delectable ice cream flavors – vanilla (pure white), strawberry (pastel pink) and pistachio (baby blue) – we needed to make its “sweet” phones the biggest craving among its target audience. Teens and young adults generally enjoy socializing and hanging out at malls, especially at food and beverage outlets. With its bright, cheery atmosphere and its tendency to attract our target audience as customers, premium ice-cream giant Baskin Robbins was the perfect location to promote the LG Ice Cream phones. Baskin Robbins’ chain outlets in urban and suburban locations, surrounded by mobile phone dealers, also attract middle-to-upmarket clientele, thus creating the ideal match between target segment and product positioning.