Häagen-Dazs live campaign hits the right note with Hong Kong millennials

To drive a deeper connection with millennials, Häagen-Dazs has partnered with integrated creative agency Rice 5 to reinvigorate the brand through the launch of a coconut and passionfruit ice cream and new cup design.Hitting a target audience who love unique and uplifting experiences, Rice 5 focused on creating a multi-sensory campaign bringing together summer passion points of great food, friends, and music.The campaign kicked off in June with a social media campaign to tease the new flavour, followed by a collaboration with local band Supper Moment.Inspired by Häagen-Dazs’ new flavour, Supper Moment composed and showcased what is most likely the first original song inspired by ice cream - a tropical anthem that echoes the unique experience brought by Häagen-Dazs’ coconut and passionfruit flavour.Surprising their fans with the collaboration and fresh take, Supper Moment debuted the song at an exclusive in-store live performance at the Häagen-Dazs Causeway Bay store. More than 50 lucky guests got their hands on a ticket by participating in a Facebook contest, describing what flavour of ice cream best describes the Supper Moment band. Both Häagen-Dazs and Supper Moment promoted the event across social media channels, resulting in an overwhelming response and a queue of Häagen-Dazs lovers and music fans outside the store trying to get a sneak peek of the show.For those who couldn’t be part of the on-ground experience, the event was broadcast live on Facebook, reaching 543,000 people with a real-time experience. Online viewers were rewarded for showing their love and support with an additional surprise performance of Supper Moment's newest chart release.The campaign continues to encourage fans to ‘love & share’ with others. Via a mobile activation, fans are rewarded with further incentives for sharing the song with loved ones.The summer 2017 campaign is showing success in boosting the Häagen-Dazs brand in Hong Kong, driving sales of the coconut and passionfruit ice-cream flavours with more than 50,000 mobile activations and a coupon redemption rate of more than 30%.