A Jönköping-based and very popular ice cream shop has decided to mobilize themselves during the late spring and the summer of 2018. They’ve purchased 2 cargo bikes and are going to ride around the city, stopping at local hotspots and popping up a miniature shop here and there. Their goal is to spread awareness of their brand and encourage people to keep a lookout for them as they ride around the city.
The main idea throughout the campaign is that information about the cargo bike stops will be updated frequently on their instagram account. So for us, the biggest task is to spread awareness about the brand itself, in a way that brings people to this account.
The approach is that ice cream is fun so we want to convey our messages in a comedic way and attracting customers by involving them in fun activities. Our strategy outlook is that 9 posts means 9 opportunities to target different groups. We want to identify different selling points at different, related occasions to attract different kinds of people.