To mark its 80th anniversary, GB Glace wanted to do more than just tell its story. The aim was to create a campaign that engaged consumers and made ice cream part of people's everyday relationships. Together with Clearon, the campaign Swisha en glass (Swish an ice cream) was created – a digital gifting solution that made it possible to send an ice cream to someone you care about.
The insight behind the campaign was simple: ice cream makes people happy.
Instead of focusing on the product, GB Glace chose to focus on the feeling it creates. By letting consumers send an ice cream to someone they care about, it created a campaign in which the act itself became the message.
The campaign was built on the idea that people like to share small joys with each other, especially when it is simple, personal and relevant.
Together with Clearon, the campaign Swisha en glass was launched, based on the Send a Gift platform.
Consumers could choose an ice cream, pay with Swish and send it digitally to a friend, family member or colleague. The recipient could then redeem the gift at any of the participating stores around the country.
The campaign was marketed through social media, mobile advertising, outdoor advertising and live shopping, creating several natural touchpoints between the brand and consumers.
The campaign created a unique combination of digital interaction and physical product experience.
By making consumers active participants rather than passive recipients, the relationship with the brand was strengthened, while the product became a natural part of people's social interaction.
The concept showed how digital gifting solutions can be used to create engagement, reach and positive brand experiences.
Sending an ice cream to someone you care about is an act that is easy to understand and easy to take part in.
Instead of just receiving a message, people got to help create the experience themselves.
The campaign combined digital distribution with physical in-store redemption, creating a seamless customer journey from mobile to product.
