Streets Talking Ice Cream

Unilever

How we reignited grown-ups childhood love of ice cream.

The Problem

While ice cream has long been a welcome treat, it’s far too often forgotten amongst the serious business of adult life. Our challenge was to keep Streets top of mind during Summer.

The Solution

We created a hyper-contextual campaign suite with a cheeky tone of voice, placing targeted outdoor and online messaging to lighten up moments of daily routine.

This included a collaboration with Google and PHD to achieve a world first within YouTube’s targeting and creative automation technology – tailoring our pre-rolls via dynamic audio and visual assets to be hyper-relevant, topical and ultimately fun to watch.

The Results

The campaign has now been running for two seasons, generating sales uplift across the portfolio and crucially recruiting new buyers for Streets. Each year, the work has earned significant national and international PR coverage, as well as strong consumer support across social media.

The YouTube collaboration successfully boosted ad recall and beat video completion benchmarks, while also delivering cost efficiencies for both production and media investment.