LITTLE MOONS
Giving Londoners a little lift - Dial for Mochi
ABOUT THE PROJECT
Little Moons: Delivering little lifts with Dial for Mochi:
Forget chocolate or biscuits when that afternoon slump hits you, and you’re in need of a little lift, there’s nothing more satisfying than reaching for the UK’s most loved, snackable ice cream - Little Moons.
To get consumers to think and talk about Little Moons in this moment of need, we created Little Moons Dial for Mochi. Firstly, we conducted consumer research to uncover the exact time people reach for that much anticipated afternoon snack and it’s 2.50pm to be precise!
Armed with that knowledge, Little Moons decided to inject moments of positivity into Londoners working day at 2.50pm every day. And how? well we set up a Dial for Mochi hotline which enabled fans to get a free delivery of mochi straight to their office.
Each day, our Dial for Mochi hotline was on fire, with non stop calls from people in need of an afternoon lift. So, we packed up our freezers and took to the road on our mochi motorcades to spread mochi joy and deliver to offices across London.
With our pre-activation photoshoot, we were armed with fantastic assets to promote the campaign across media. We landed coverage in consumer lifestyle press including Hello Magazine as well as sparking conversation on Absolute Radio during drive time. And of course, there was a whole heap of UGC and social coverage for the activation.
741
phone calls to the hot line
26
drops across 2 days – hundreds
of mochi sampled!
COVERAGE
HIGHLIGHTS
incl Hello Magazine and Absolute Radio
