Increase brand awareness and consideration with a playful implementation

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Outdoor advertising is a great way to present topical issues. Ingman's summer Creamy ice cream campaign was seen in May on Bauer Media Outdoor's advertising networks in shopping centres. In addition, as a special solution in the shopping centres of Kamppi, Hansa and Koskikeskus, Creamy attracted consumers to spend time in the world of the soft ice cream brand. Ingman's Creamy brand was also creatively reflected in the casing of the advertising equipment. The soft pink wrapped digital campaign challenged people to try a wheel of fortune with a chance to win ice cream and a trip to Moomin World for the whole family.

The advertising tool chosen for the special implementation was the Shopping Digital display, which has an interactive touch feature that can be used to activate the target audience, stand out and create phenomena through interactive executions. Research shows that an animated ad like Ingman Creamy is 60% more engaging.

"With this campaign, we want to attract attention and positively influence emotions by activating interested consumers to interact with the Ingman Creamy premium ice cream brand through gamification. The aim is to raise awareness of Ingman Creamy and increase positive associations with the brand through a fun and playful execution. The target group is especially family-oriented, urban dwellers aged 25-45," says Unilever Ice Cream Desserts brand manager Hilla Carpén.

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