THE BREAKTHROUGH BRIEFING: SEPTEMBER 17

Welcome back to the Breakthrough Briefing! We’ve shared all of our favourite campaigns that did something a little different.

We all scream for ice cream

Sometimes we just need ice cream NOW. Luckily, Haagen-Dazs have come to the rescue!

Aptly named ‘Häagen-Dazs NOW’, the pop-up gave people the opportunity to order ice cream in London’s Russel Square park. But the best bit? They never had to leave their spot on the grass! The service was based through a chatbot on Facebook which asked for flavour choices and then used geolocation to find the customer for exact delivery.

Häagen-Dazs ice cream delivery service              (Image: Agency Space)

We love this idea and hope that it runs again (it was only trailed for one day on Friday 7th Sept). It really utilises the tech that’s already available to bring an incredible service to consumers. Nothing beats ice cream straight to where you’re sat!

Cadbury Boost

The majority of people in London say they start to flag in the late afternoon and need a pick-me-up. And nothing gives you an extra boost better than, well, a Cadbury Boost!

Luckily, Cadbury set up a pop-up to bring Boost bars to those in need.

Cadbury Boost human charging stations              (Image: The London Economic)

Based next to the Canary Wharf tube station, the pop-up offered human charging stations. These were open for 1 minute at 2:58pm. Each of these charging posts had headphones and a Boost bar to let people recharge before tackling the afternoon at work.

Lynx challenging stereotypes

On August 29th, Lynx opened a pop-up to challenge gender stereotypes.

It housed clothing from both designer and high-street brands, but they removed all the labels so shoppers bought on what the item was rather than who it was by.

Lynx Unlabelled pop-up             (Image: Campaign)

It was an exercise to represent the issue with labels and to show that, really, we’re all the same.

Lynx also donated the proceeds to a charity that combats bullying of people aged 12-25.

We love this campaign as it’s a simple and easy metaphor that really speaks to people. It was also a really cool experience for people. This is just one campaign that’s part of Lynx’s wider push towards breaking down stereotypes.

Beer Swap

To get people interested in their new beer, BrewDog are letting people swap bad beer for their new larger.

Swap stations or ‘bad beer bins’ are placed in BrewDog bars throughout the UK where people can swap bad beers for the ‘Lost Larger’.

BrewDog The Lost Larger           (Image: FoodBev Media)

Staff are then collecting and donating the rejected beer bottles cans or donating them for biofuel.

We love this campaign and it really ties in with BrewDogs marketing and sense of humour. They’re looking to rid the world of bad beer and that starts with every drink consumers take.

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