|Title||GIRLS BREAK UP ICE CREAM|
|Product / Service||NEONTV.CO.NZ|
|Category||B02. Promotional Item Design|
|Entrant||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Idea Creation||DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND|
|Damon Stapleton||DDB Group New Zealand||Chief Creative Officer|
|Shane Bradnick||DDB Group New Zealand||Executive Creative Director|
|Christie Cooper||DDB Group New Zealand||Creative Director|
|James Conner||DDB Group New Zealand||Creative Director|
|Rory McKechnie||DDB Group New Zealand||Creative Director|
|Nicole Sykes||DDB Group New Zealand||Creative Director|
|Veronica Copestake||DDB Group New Zealand||Creative|
|Tom Cunliffe||DDB Group New Zealand||Creative|
|Zac Lancaster||DDB Group New Zealand||Creative|
|Katya Urlwin||DDB Group New Zealand||Business Director|
|James Blair||DDB Group New Zealand||Lead Business Partner|
|Steve Gulik||DDB Group New Zealand||Camera/Editor|
|Barnaby Fredric||DDB Group New Zealand||Camera|
|Mark Tretheway||DDB Group New Zealand||Editor|
|Judy Thompson||DDB Group New Zealand||Executive Agency Producer|
|Alva Casey||DDB Group New Zealand||Agency Producer|
|Johannes Gertz||DDB Group New Zealand||Digital Producer|
|David Kirschberg||DDB Group New Zealand||Digital Animator|
|Julz Lane||DDB Group New Zealand||Print Producer|
|Gordon Moir||DDB Group New Zealand||Retoucher|
|Paul Edwards||DDB Group New Zealand||Mac Artist|
|Janine Wareham||International Rescue||Illustrator|
To help fans get over the fact the cast of GIRLS were leaving them, we created GIRLS Break Up Ice Cream. Three special ice cream flavors were created, and given suitably scathing heart-broken names and designs to mimic the tone of Hanna’s (Lena Dunham’s) diary. They were then delivered to fans’ homes via our custom sad ice cream truck as they binge watched the final episodes of their favorite show. And then on the back of the packaging, we also included something to make sure the fans didn’t break up with NEON – a list of shows on our platform that would help them get over the end of GIRLS, and prevent them from cancelling their subscription.
As the final show was made available on our platform, we launched social, radio and outdoor ads informing people that GIRLS ice cream was now available to help people get through the pain of the season ending. We then directed fans to our facebook page where we could interact with them and engage in more conversation about their pain at the show ending. Here we also got them to tell us where they were watching the final episode, and we then delivered the ice cream via our highly visible sad ice cream truck as people settled in to watch the show.
We had a historically low subscriber drop off rate of 8%. Comparatively, the conclusion of Game Of Thrones resulted in a 40% drop off, Big Little Lies resulted in a 20% drop, and the conclusion of Westworld resulted in a 24% drop off in subscribers.
Rather than promote the premiere of the show, we decided word of mouth would let people know the new season had arrived. Instead we focused on the show’s finale – this is the time when many people tune in anyway, so they can binge watch the whole season at once. But it is also the time people are most likely to cancel their NEON subscription – once they’ve finished the show. By launching our comms here, we hoped to avoid the usual cancellations after the conclusion of a fan favorite show.