US ice cream brand Häagen-Dazs has taken over the south-west London borough of Wandsworth with an experiential, hyper-personalised marketing activation.
At the firm looks to drive greater visibility and engagement with its ongoing ‘Ice Cream Van of Ice Cream Vans’ campaign, Häagen-Dazs has launched a media takeover of Wandsworth set to run through to 9th August.
Out-of-home creatives will be displayed across various billboards, shopping centre screens and kiosks around the borough, with all materials featuring a QR code and call to action directing customers to a branded landing page containing a range of offers and competitions.
Additional in-store activations will be launched through a brand takeover of Wandsworth Waitrose, offering customers the chance to sample Häagen-Dazs products.
READ MORE: Haagen-Dazs’ ‘ice cream van of ice cream vans’ set to embark on UK tour
“Häagen-Dazs ice cream is for people who ‘Don’t Hold Back’. The brand is known for bold, distinctive experiences that captivate consumers into fully savouring the now, ” Häagen-Dazs UK marketing manager, Jose Alves said.
“Our new campaign embodies this ethos, taking our marketing strategy to the next level whilst making sure we stay relevant to our target audience.
He added: “We’re trialling the campaign in Wandsworth, a key demographic target for Häagen-Dazs, so we can measure success before expanding to other key cities.
“We are working with key partners across the omnichannel to personalise and customise our approach to ensure Häagen-Dazs is front of mind while increasing distribution, and ultimately, unlocking even greater moments of joy.”
