SUBSCRIBE: Free email newsletter




100 Most

Want to get rid of your boss – Häagen-Dazs has a way

Want to get some freedom by sending your bosses away for two weeks? All you need to do is wave your hands. Yes, wave.

This funny idea comes from a new mobile initiative between Häagen-Dazs and Secret Tour Hong Kong, which is designed to tout its new ice-cream product, the Crispy Sandwich.

Dubbed Goodbye Boss, the campaign leads with a mobile activation where users are asked to wave their smartphones as long as possible to vie for HK$50,000 worth of flight packages for a trip to France for their bosses. The mobile app can be triggered on the campaign-dedicated website, running from today to 11 October.

It seems like a good way to please the boss. But employees are also the beneficiaries.

Eighteen of the contestants who wave the longest are entitled to travel incentives from travel vouchers (worth HK$20,000 in total) to French dinning coupons, French wines to Häagen-Dazs’ Crispy Sandwiches. However, there will only be one lucky boss who wins a trip to France.

The campaign is being promoted mainly in the pop magazine 100 Most via two viral videos, starring 100 Most founder Roy Tsui (林日曦) and entrepreneur Shih Wing-ching (施永青).

Shih Wing-ching

Client: Häagen-Dazs, General Mills
Agency: Secret Tour Hong Kong
Creative directors: Jennifer Yip and Stephen Chung
Associate creative director: Amy Lien
Senior account executive: Abby Chui
Associate art director: Monn Mak
Account executive: Michelle Suen
Video production: QLeg from Alternate Limited and 100 Most
Programming: iStage

Read More News

in China by

McDonald’s: You Are My CNY

McDonald’s China has rolled out "You Are My CNY" (你就是我的新年) campaign with TBWA\Shanghai to rediscover the true meaning of the festi..

in Global by

9Gag.Tv goes live

In a world marred by wars, racial tension and uprising, 9Gag is doing all of us a huge favour by putting a bit of humour back into..


Leave a Reply

You must be logged in to post a comment.