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Agency
Location
Industry
Tradition meets the next generation
Challenge
The task was to develop an image campaign that would reposition the Mövenpick brand and tap into a younger target group. This was to be achieved through a modern, contemporary idea that was authentic and could be played out across all channels. The aim was to rejuvenate the traditional Mövenpick brand with a fresh market presence – without neglecting its premium aspect.
The Glace that makes everyone melt
Solution
Mövenpick ice cream stands out not only for its unique taste, but also because it melts more slowly than other ice creams. This gave us the idea that in the new campaign, it should not be the ice cream that melts away artfully, but the protagonists.
«The concept of melting people convinced us right from the start. It is young, unique, and high-quality, just like our ice cream. Working with Serviceplan Suisse was also a pleasure: from the briefing to production to delivery. We would gladly do it again.»
Head of Marketing
Froneri Schweiz
Results
#1
550 million contacts with OOH/DOOH, TV, and digital
#2
12 million contacts with Megaposter
#3
16% lower CPCV
«It's always fun to promote something that you like yourself and have known since childhood. That's why I'm particularly pleased that the campaign has turned out so well and works so effectively across different formats and channels.»
Executive Creative Director
Serviceplan Suisse
