Ben and Jerry’s Icecream

Station: Nova 96.9, Nova 100.3, Nova 106.9 Campaign Type: Promotion Promotion Timeframe: 5 weeks Target Market: 10 – 17 yrs, 18 – 24 yrs, 25 – 39 yrs

Background/Brief

Throughout the 5 weeks there were two Ben and Jerry’s campaigns running on Nova. The first two weeks Nova ran commercials pushing the Free Cone Day campaign and encouraging listeners to phone Fitzy and Wippa to submit ice cream flavour ideas ahead of the Free Cone Day Scoop-Off between the two boys.

On Free Cone Day, Ben and Jerry’s also had a major aim – to break a world record of the most number of ice cream scoops scooped. The last three weeks, Nova ran commercials soliciting entries for listeners to submit people of their choice who deserved to be awarded for their kindness. The Random Acts of Kindness day saw the Casanovas delivering Ben and Jerry’s ice cream as well as Hoyts movie packs to the chosen entrants.

Campaign Objectives

To create extensive brand awareness and hype for the Ben and Jerry’s brand. Increase awareness and hype around the Annual Free Cone Day, Random Acts of Kindness campaign and the World Record broken.

Insights and Solution

'Create your own Ben and Jerry’s ice cream flavour'. Ben & Jerry’s have an active social mission to make the best ice cream in the nicest possible way. Every year, around the world, Ben and Jerry’s give back to their local communities by giving away free ice cream. The role of radio was to drive awareness of the promotion and educate people about Ben & Jerry’s global mission. Listeners were invited onto the Nova website to complete the entry form with their idea for an ice-cream flavour and names for the boys to choose for their Free Cone Day Scoop-Off.

Results

Ben & Jerry’s smashed the 23,000 scoops from last year and their target of 30,000 – setting a new world record at the Manly store with 41,130 scoops! From a total of 24 live reads across the campaign period, a total of 1,000 unique users visited the Nova website to register their ice cream name ideas.

Download this Case Study as PDF
“Nova’s ability to integrate the message into their programs, specifically the fun and spontaneous nature of Fitzy and Wippa ensured the campaign was a success”
Ben & Jerry’s.
Content

Sign up for our email newsletters

Get all the latest industry news, views, comments and opinions on the issues that matter to you.