Creative Execution

We turned an Ice Cream campaign into our iScream campaign. We partnered with Bangladesh’s top radio station, Radio Foorti and Bhoutist, a team of paranormal investigators to produce 5 short horror films. In the 5 days before Halloween, we released a film online every night at 12. Movie posters and other promotions started 13 hours before launch. Trailers were released exactly 6 hours 6 minutes and 6 seconds prior to upload. The hashtag #iScream was promoted through heavily targeted online ads. Facebook was used to engage and feed curiosity. The campaign culminated in the largest ever Halloween party in Bangladesh.

The hashtag #iScream spread like wildfire as people shared our films. Over 3 million people were reached online. The campaign earned over 6,000 dollars in unpaid media- a category record. Over 100,000 interactions were generated for the brand on facebook- all for less than $500 in investment. In less than four days, our films became the most watched videos in the history of Radio Foorti’s YouTube channel. On Halloween, hundreds came to the iScream party dressed as characters from the films. Sales went up by 20% as iScream grew Bellissimo into the third largest ice cream brand in Bangladesh.

Bellissimo, a new premium ice cream brand, needed to carve a niche in the consumer mind space. It’s the only Bangladeshi ice cream that’s made from real milk fat. The brand’s purpose is to give consumers a ‘real’ taste of the things they love. Although, cricket and music are much loved, both are heavily leveraged by bigger brands with deeper pockets. We probed and discovered that Bangladeshis were fascinated with the supernatural. The country’s most popular radio show is horror based and Bhoutist (a local paranormal investigation unit) command a cult following. Yet, despite this, Bangladesh lacks quality local horror content. We decided to give consumers real thrills and real ice cream, together in one package of chills and thrills. Bellissimo ice cream launched #iScream – 5 locally produced online horror films for Halloween. iScream became a unique Bellissimo property leveraging Bangladesh’s love for the paranormal for the brand.