To celebrate the launch of its new Sundaes range, Ben & Jerry’s and OOH media company JCDecaux have partnered to create an ice cream-themed activation that gives Bondi commuters the opportunity to enjoy the sweet scent of salted caramel as they wait for the bus.
Located opposite the Ben & Jerry’s store on Campbell Parade Bondi, the special build 3D bus shelter has been transformed into a giant Ben & Jerry’s Sundae to promote the new range, described as "the chunkiest, swirliest flavours, layered with never-before-seen creamy whipped topping and finished with sticky sauce and chocolate chunks.”
Custom green seating and a Sundae-topping roof are complemented by a push-button salted caramel scent dispenser.
Nearly half a million domestic visitors travel to Bondi Beach each year and the bus station is located along the busy 333 – North Bondi to City Circular Quay – bus route.
Lama Perrin group manager – creative and digital solutions at JCDecaux, said the Ben & Jerry’s Sundae installation is already enjoying high engagement with more than 2,450 people pushing the scent dispenser button so far.
“The activation looks delicious and is strategically located opposite the Ben & Jerry’s Bondi Beach store to drive footfall. A popular outdoor destination like Bondi is the ideal environment for ice cream advertising, with the beach, sun, and holiday atmosphere," said Perrin.
"For many customers ice cream is an impulse buy, with the scent dispenser triggering appetite and positive memories."
Sean Farrell, country manager for Ben & Jerry’s Australia & New Zealand, said the company is excited to introduce the Ben & Jerry’s Sundaes range in Australia through a fun, multi-sensory activation.
“At Ben & Jerry’s, we always strive to find new and authentic ways to surprise and delight our fans, from our euphoric ice cream to how we connect with them in their daily lives," he said.
The campaign is supported by a national campaign across JCDecaux Classic and Digital Large Format. It aims to drive awareness of the new Ben & Jerry’s Sundaes as well as encourage people to visit Ben & Jerry’s store locations and supermarkets where the brand is sold.
The campaign is running until October 22.
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