Summer Twist
Godiva
Traditionally, Godiva has never advertised their products. However, they have recently been using social media platforms and online PR activities to bring their brand more exposure and to increase sales of their other products. And they recently launched their popular soft serve ice cream, which had a massive impact on the market.
The buy-one-get-one-free promotion saw huge crowds of people queuing up outside their stores to take advantage and to take selfies with the soft serve to share on social media. This provided a great deal of exposure to the brand and increased foot traffic in stores.
In addition to their soft serve promotion, Godiva wished to launch other new products for the summer. It was also their 90th anniversary so the advertising campaign needed to incorporate this as well.
Godiva
Summer Twist
Traditionally, Godiva has never advertised their products. However, they have recently been using social media platforms and online PR activities to bring their brand more exposure and to increase sales of their other products. And they recently launched their popular soft serve ice cream, which had a massive impact on the market.
The buy-one-get-one-free promotion saw huge crowds of people queuing up outside their stores to take advantage and to take selfies with the soft serve to share on social media. This provided a great deal of exposure to the brand and increased foot traffic in stores.
In addition to their soft serve promotion, Godiva wished to launch other new products for the summer. It was also their 90th anniversary so the advertising campaign needed to incorporate this as well.
sector
food and beverage
work
creative direction / art direction / key visual / print design / illustration / food styling / food photography / out-of-home advertisement design / print and production / window display design / point-of-sale material design / campaign activation / web design / web programming / web hosting solution / copywriting / video production and editing / social media creative
sector
food and beverage
work
creative direction / art direction / key visual / print design / illustration / food styling / food photography / out-of-home advertisement design / print and production / window display design / point-of-sale material design / campaign activation / web design / web programming / web hosting solution / copywriting / video production and editing / social media creative
CHALLENGE.
Godiva enlisted DASH’s assistance with their integrated marketing campaign. The challenge was to create excitement and hype around the summer launch to improve sales of their other products.
Since Godiva chocolates are luxury food, this was one of the challenges. And DASH needed to create a campaign that introduced more than simply the sales mechanics to the public.
CREATIVE DIRECTION &EXECUTION.
DASH called the advertising campaign “Summer Twist” as this referred to the twisting mechanism on the lucky prize machine in-store. The lucky prize machine consisted of the customer receiving a special coin for the machine after making a purchase. After inserting the coin, a lever is turned and the customer receives a lucky prize.
In addition to the prize, the customer also receives a tiny leaflet which can be scanned to access the website. If the customer shares their summer twist experience on social media, they are entered into a lucky draw. Lucky draw prizes included free Godiva chocolates, other free products and discounts.
Godiva’s free giveaways encouraged repeat customers – once they redeemed 3 pieces of chocolate, they were motivated to buy more. After 4 digital redemptions, the customer is eligible for a gift to link the miniature charms, which is an even greater incentive.
Unlike traditional lucky prize gimmicks which produced cheap toys, Godiva’s lucky prize machine provides highly-coveted prizes, such as beautiful Godiva product miniatures. These miniatures are multi-functional and can be used as key rings or as charms to add to bracelets or necklaces.
As Godiva’s main target audience, this proved very popular amongst female office workers. It also attracted the general Hong Kong market since locals love to collect trinkets and treasures. DASH strategically used the hype around the lucky prize campaign to create enthusiasm around other products. DASH based this simple sales mimic on best brand practices and in-depth knowledge of the target audience.
During the campaign, DASH ensured that Godiva’s Facebook posts continued to motivate customers to aim for the miniature gifts. We noticed that many customers would engage with others to swap miniature gifts and promotional codes, thereby creating further excitement about the campaign.
DASH decided to film an exciting video scene similar to a Korean drama that would appeal to the Hong Kong market. The main male talent was a mystery guy known as “God of Men” on social media. This attracted a large female following, thereby further enhancing the advertising campaign.
In addition to the sales activation, DASH also created the key visuals, visual merchandising, window displays, campaign booklets, wall advertisements in MTR, print advertisements and more. The campaign was therefore a 360 marketing and advertising campaign which proved very successful.
CHALLENGE.
Godiva enlisted DASH’s assistance with their integrated marketing campaign. The challenge was to create excitement and hype around the summer launch to improve sales of their other products.
Since Godiva chocolates are luxury food, this was one of the challenges. And DASH needed to create a campaign that introduced more than simply the sales mechanics to the public.
CREATIVE DIRECTION &DESIGN.
DASH called the advertising campaign “Summer Twist” as this referred to the twisting mechanism on the lucky prize machine in-store. The lucky prize machine consisted of the customer receiving a special coin for the machine after making a purchase. After inserting the coin, a lever is turned and the customer receives a lucky prize.
In addition to the prize, the customer also receives a tiny leaflet which can be scanned to access the website. If the customer shares their summer twist experience on social media, they are entered into a lucky draw. Lucky draw prizes included free Godiva chocolates, other free products and discounts.
Godiva’s free giveaways encouraged repeat customers – once they redeemed 3 pieces of chocolate, they were motivated to buy more. After 4 digital redemptions, the customer is eligible for a gift to link the miniature charms, which is an even greater incentive.
Unlike traditional lucky prize gimmicks which produced cheap toys, Godiva’s lucky prize machine provides highly-coveted prizes, such as beautiful Godiva product miniatures. These miniatures are multi-functional and can be used as key rings or as charms to add to bracelets or necklaces.
As Godiva’s main target audience, this proved very popular amongst female office workers. It also attracted the general Hong Kong market since locals love to collect trinkets and treasures. DASH strategically used the hype around the lucky prize campaign to create enthusiasm around other products. DASH based this simple sales mimic on best brand practices and in-depth knowledge of the target audience.
During the campaign, DASH ensured that Godiva’s Facebook posts continued to motivate customers to aim for the miniature gifts. We noticed that many customers would engage with others to swap miniature gifts and promotional codes, thereby creating further excitement about the campaign.
DASH decided to film an exciting video scene similar to a Korean drama that would appeal to the Hong Kong market. The main male talent was a mystery guy known as “God of Men” on social media. This attracted a large female following, thereby further enhancing the advertising campaign.
In addition to the sales activation, DASH also created the key visuals, visual merchandising, window displays, campaign booklets, wall advertisements in MTR, print advertisements and more. The campaign was therefore a 360 marketing and advertising campaign which proved very successful.
