Product / ServiceTIP TOP
CategoryA03. Targeted Ambient Media: Small Scale
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND


Name Company Position
Nick Worthington Colenso BBDO/Proximity New Zealand Creative Chairman
Steve Cochran Colenso BBDO/Proximity New Zealand Executive Creative Director
Beth O'Brien Colenso BBDO/Proximity New Zealand Art Director
Oriel Davis-Lyons Colenso BBDO/Proximity New Zealand Copywriter
Richard Birkby Colenso BBDO/Proximity New Zealand Business Director
Maria Bjorkman Colenso BBDO/Proximity New Zealand Project Director
Eddie Thomas Colenso BBDO/Proximity New Zealand Account Manager
Tim Freeman Colenso BBDO/Proximity New Zealand Executive Digital Producer
Sarah Oberman Colenso BBDO/Proximity New Zealand Planner
Minna Reinikkala Fonterra Tip Top Group Marketing Manager
Natacha Clark Fonterra Tip Top Senior Product Manager
Marco Siraky Colenso BBDO/Proximity New Zealand Senior Editor

The Brief

Science shows that ice cream creates changes in the brain that make you happy. And happy people are more likely to say yes. So we created Yes Sticks. A way to harness the power of ice cream to ask someone for something you want. Yes Sticks is an idea that relied 100% on our audience’s direct participation. Without their involvment, there would have been no campaign. First, we used media to ask New Zealanders what they wanted to ask for with an ice cream. Our call to action drove them to our purpose built Facebook app, where they could enter the question they wanted to ask. Then we printed their unique questions on customised Yes Sticks inside the ice cream flavour they chose and hand delivered them so they could give it to who they were asking in person.

Creative Execution

Science has shown that ice cream creates changes in our brain that make us happy. It also shows that happy people are more likely to say yes. So we made a small but powerful change to our product that helped people harness the power of ice cream. Our nationwide campaign took place over New Zealand’s summer months (Dec to March). It began with a call to action that drove people to our Facebook app, where they told us the questions they wanted to put on Yes Sticks. Then, we took over the Tip Top factory for a week to put those questions on individual sticks inside ice cream flavours they chose. Each Yes Stick was hand delivered so they could give it to the person they were asking. Then people shared their answers with us and their friends on social media, spreading the word about the power of ice cream.

Describe the creative solution to the brief/objective.

Our brief was to create a campaign that the whole country could enjoy, no matter how young or old. But the idea also had to have a high level of engagment with the 18-34 group, whose relationship with Tip Top existed mainly on social media. So by using our own product as media and customising it so that our fans would have a reason to share it with their friends, we harnessed the power of social media whilst also creating a campaign that everyone could enjoy.


As a result of the Yes Sticks promotion, Tip Top had their biggest Summer sales in their 80 year history, with a 14% increase on last summer. During the campaign period, Tip Top’s market share increased over Unilever by a full 7%. Other campaign stats: 21 million impressions 1.3 million video streams More than 100,000 clicks to the app in just the first 10 days