Halo Top - "The (Un)wanted Envelope"

iris

iris Amsterdam, Netherlands

3104

Title	The (Un)wanted Envelope
Agency	iris
Campaign	The (Un)wanted Envelope
Advertiser	Halo Top Creamery
Brand	Halo Top
Date of First Broadcast/Publication	2019 / 5
Business Sector	Ice Cream
Story	To launch an ‘ice cream for adults’ brand in the Netherlands, we hacked the most adult time of the year: tax season, symbolized by the Dutch Tax Authority’s ‘Blue Envelopes’. Iris created lookalike letters that, instead of warning grown-ups, rewarded them for surviving this period with free ice cream.
Philosophy	We hacked the most adult time of the year by creating a direct mail campaign based on the Dutch Tax Authority’s ‘Blue Envelope’. Instead of warning tax payers of an incoming bill, our letters rewarded them with free ice cream for surviving this period.
Problem	We needed to launch Halo Top, an ‘ice cream for adults’ brand, in the Netherlands.
Result	With no media budget, we received over 40% responses to the letters. That turned into: Free media on dozens of influencers’ Instagram accounts Thousands of views by the target audience all over the Netherlands Lots of free ice cream samples
Media Type	Direct Marketing
Executive Creative Director	Colin Lamberton
Creative Director	Rachna Dhall-Haasnoot
Art Director	Gustavo Figueiredo
Copywriter	Gabriel Abrucio
Account Director	Alexandra Van Nunen
Account Manager	Michael Kirijian
Designer	Michael Dooling
Manager Director	Chris Friend