HÃ¤agen-Dazs launches 'It's Girls' Time' campaign with Saatchi & Saatchi. 14th July 2011.
The campaign, created and led by Saatchi & Saatchi, and supported by several London-based agencies, is designed to drive awareness of the Häagen-Dazs mini-cups range, heightening its appeal to a young female audience. Central to the campaign is the ‘Boudoir’, a luxurious pop up space that will run from 14 – 31 July. Outdoor and press activity for the mini cups range will also run through July and August.
Kate Stanners, Creative Partner said Kate Stanners, creative partner Saatchi & Saatchi says: 'The aim of the campaign was to create the ultimate girls time, a real space where girls can go to be girls. It's our first piece of integrated work for Haagen Dazs. The notion of the boudoir was a modern take on an ice cream parlour, combined with some fantastic experiences that create the ultimate girls' night in’.
Saatchi & Saatchi worked closely with partner agencies Woof (event management), Hothouse (Design) and Beige (PR) to create the Boudoir experience. Located in a stylish, secret ‘girls only’ central London location the boudoir can be reserved exclusively for groups of eight friends. Guests will be treated to five-star experiences, including pamper sessions with the Powderpuff Girls, DJ lessons with Sophie Lloyd and a food master class with TV chef Sophie Michell. A dedicated mixologist and a wardrobe full of designer labels will be available in order to create a memorable girls’ night in.
The Boudoir kicks off with today’s launch session – a workshop on top style trends delivered by top fashion, beauty and lifestyle writer, Emily Seares (www.fashionbites.co.uk). Cat Deeley will be hosting one of three VIP nights at the Häagen-Dazs Boudoir, where a group of eight lucky friends will receive A-list advice on how to get ‘red carpet ready’. The additional two evenings - hosted by leading designer Matthew Williamson and acclaimed UK stylist, Grace Woodward – can be won through an online competition via the Häagen-Dazs Facebook page.
Saatchi & Saatchi, supported by digital agency Qube, has also developed a social media content strategy using Facebook to drive all consumer engagement (www.facebook.com/HaagenDazs). Other agencies across the campaign include Work Club (digital) and UM (media planning and buying)
Notes to editors
About Saatchi & Saatchi (SSF Group)
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