TITLE
MAKE PLEASURE A HABIT
CLIENT
MEADOW GOLD
BY F&N CREAMERIES (SINGAPORE)
SCOPE
• BRAND POSITIONING
• FOCUS GROUPS
• RESEARCH
• 360 COMMUNICATIONS
• MEDIA PLANNING
• WEBSITE
• SOCIAL MEDIA
• REDEMPTION
• ACTIVATION
• PHOTOGRAPHY
BRIEF
Position, launch and create awareness for the new premium Meadow Gold brand and its new range of indulgent yet affordable ice cream tubs made with diary and authentic ingredients. In the process, drive a consumption habit and behavioural change for target audience to enjoy Meadow Gold ice cream on a regular basis.
STRATEGY
For a premium brand that is also relatively affordable, we realised that Meadow Gold is actually in a unique sweet spot on its own: the brand offers real indulgence that can be consumed at a regular basis because of its high quality and affordability.
Hence the campaign tagline “Make pleasure a habit” was developed.
“Make pleasure a habit” is spot on because it connects to everyone on an emotional level, reminding everyone of us to take time off to treat ourselves a little better more frequently. At the same time, it implies the premiumness of the product while hinting at its relative affordability. It also allows us to drive a behavioural change and “create” a habit of consumption.
A full communications strategy was developed to drive the launch, including a campaign microsite embedded with a unique time-driven scratch-&-win incentive to give an after-dinner reward to visitors from 8pm daily. We created a special “Meadow Gold Time” from 8pm daily to drive a pleasurable habit.
A social media campaign driven by #MakePleasureAHabit complemented the awareness effort, and on-ground sampling activation at various crowded hotspots was also carried out to deliver the taste of the ice cream direct to the masses.
TEAM
• STRATEGIST: ANDY
• CREATIVE DIRECTOR: LYONNE
• COPYWRITER: MEI YEE
• DESIGNERS: JESS, NICKIE
• PHOTOGRAPHER: COLLIN
• STYLING: ANDY
• MEDIA STRATEGY: SCREAME
• ACTIVATION: SCREAME
• SOCIAL MEDIA: SCREAME
• WEBSITE DEVELOPMENT: SCREAME
