Brief Explanation

Häagen-Dazs ice cream is a little extravagant. You want to fully indulge in it by yourself, at your leisure, without interruption. Our challenge was to transform the smartphone, which is constantly inviting others in, into a tool that keeps other out, in order to create some private time. So we developed the mobile app, Private Candle. When the Private Candle App is activated and the digital candle is lit a “Do Not Disturb” message is automatically posted to SNS. If a phone call or message is received while the app is turned on, a message will automatically be played. “I’m in the middle of a Häagen Dazs experience, so I can’t answer the phone right now.” So you can forget about everything and just treat yourself to a few moments in the light of a candle, surrendering yourself to the deliciousness of Häagen-Dazs. Consumers who saw the campaign on the website or GooglePlay, tried the app, and shared it on Facebook and Twitter through the automatic posting function incorporated in the contents. People who got interested seeing the shared posts also tried the app, spread more, and were successfully led by WOM. As a result, consumers rediscovered the brand value of Haagen-Dazs. For the month which the app was launched, the total sales of Haagen-Dazs increased by 14% over last year. But most importantly, it successfully suggested the new value of enjoying uninterrupted time to disconnect from the world - through SNS which is originally a media for connecting - to a Japanese society that has a tendency to remain overly connected.