This idea is archived

CASE STUDY: Haagen Dazs use themed ad break to reach consumers

Provided by UM
UM Continue TV Innovation With "Dinner Party" Break For Haagen Dazs On Channel 4.

What was the Challenge / Background of the Campaign?

UM London have helped their Haagen Dazs client team up with Channel 4 and a host of other brands to dominate a three-and-a-half minute menu-themed commercial break during the popular television program Come Dine With Me.

What was the Campaign Objective?

To increase awareness and to reach female consumers in a targeted and relevant environment.

What was the Solution?

'The Dinner Party' break, airing September 27th, will comprise of seven 30 second ads broadcast consecutively to mimic a dinner party menu, with each course announced to the viewer during a 2 second ident. Beginning with an apperitif, the 'menu' will progress through the starter, main course and culminate with a delicious Haagen Dazs dessert, move on to cheese, coffee and finishing off with a liquer.

What were the Results?

Using BARB Analytics UM London and C4 found that themed ad breaks retain a higher proportion of viewers throughout the break compared to non-themed ad breaks broadcast during programmes (+10%). It also found that 100% of viewers watching the last 5 minutes of a programme before a themed break were retained in the 1st minute of the break, compared to 79% for non-themed breaks.

What were the Key Learnings of this Campaign?

UM TV Account Director, Chris Davies said of this ground-breaking initiative, "UM is thrilled to have negotiated such a fantastic positioning on behalf of our client, Haagen Dazs. Working with a stable of other marquee brands in such a perfectly suited programme, we feel will only help to solidify Haagen Dazs reputation as the premier dessert of choice." The advertisement ran in the centre-break of C4's Come Dine With Me on Sunday, Sept 27th.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsCome Dine with Me viewers, predominantly ABC1 Housewives
25 - 34
35 - 44
45 - 54
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service