Go Slo Premium Ice Cream Campaign Cinema Execution

Category: Channel | Use of Media Award Level: SHORTLIST Brand: FanMilk | Entrant Company: Brandeye Media, Lagos, Nigeria Background Go Slo Premium Ice cream is about to launch in Nigeria and is inviting consumers to take the ‘Slo’ approach to life and not rush. It is however faced with a challenge as it is set to be the 1st premium ice cream launched by an indigenous company. Also, in a market dominated by Coldstone with its brick and mortar stores there is a huge need to cut through the clutter and win in that market space Strategy Staying true to the brand promise to give their consumers an indulgent treat, the cinema was identified as a key channel to drive an immersive experience end to end to both give visibility to the ad materials as well as give the consumers an opportunity to try the product. We also chose the cinema as we realized this was one area the competition couldn't have any strategic advantage over us. Execution A total of 5 cinema’s in Lagos (the Launch Market) were identified using 2 parameters: Footfall and Premium Movie Experience Floor Decal Stickers, Foyer LED Screen Ads, In-Movie Ads and Consumer Activations were carried out at Filmhouse Cinemas IMAX, Landmark and Twin Waters. Results Over 300,000 people saw our advert messages with 50% going ahead to try the product By Q1 2020, company as whole reported a 26% growth in their Ice Cream business and affirmed that agency initiatives contributed to the company having its biggest and most successful brand launch