Baskin Robbins - Mobile Billboard Advertising

Summary

Baskin Robbins wanted to build on the success of their initial Movia campaign, which helped them sell out of product in Ottawa. Re-upping in Ottawa and adding Toronto and Vancouver helped them gain national coverage during the peak summer months of ice cream consumption. Utilizing vehicles making deliveries to grocery stores, convenience stores, and bars & restaurants to reach Ice Cream fanatics when and where they were making sweet treat purchases. Taking the campaign to a new level, they deployed a creative switch halfway through the summer to keep things fresh and shine the spotlight on their delicious smoothy lineup. The mouth-watering creative had all three markets buzzing. Being in the right place at the right time, Baskin Robbins showcased why they are not only a market leader in Ice Cream but also strategic and contextual marketing strategies driving continuous growth.