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Baskin Robbins

South Africa Launch

Summary: 

Activent were poised with the test of conceptualizing a creative launch plan that includes activations around Cape Town and creative touch points for the launch of their first store in South Africa at Century City.

Pre-launch: We designed and procured a custom made ice cream cart to be taken around Cape Town to test the ice c ream on consumers. We took it to open air theatres, first Thursday on Kloof and a handful of popular family venues.

Launch: With a limited amount of space, we kept consumers busy in the queue whilst they waited for their first taste of Baskin Robbins. From the moment consumers stepped out their car they were greeted by brand ambassadors and an extremely long queue. Playing on the theme of #21flavours and #happyflavour we developed a number of touch points including custom made Baskin Robbins Blackjack game with larger than life cards, a find yoiur happy place pin map, tons of giveaways and we asked consumers what their happy place was… with a bit of helium influence. All in all the day was a huge success and we surpassed interactions, queue numbers and sales targets.