In Japan, there is a 15 seconds restriction for the basic frame of TV spot, so it is mostly used for the announcement of new products, and building the brand image through TV spot alone is said to be difficult. Also young people don’t watch TV as much as before, so creating and delivering out contents which are unique and also wanting to share in media such as mobile phone and smart phone, is a major key to make influence on consumers’ brand image.

Because we were able to provide an environment to experience “PURE PLEASURE” utilizing a smartphone which is close to the consumers whenever they enjoy Haagen-Dazs, but at the same time, also can be an obstructive factor. Furthermore, we were able to raise the brand status by creating a value beyond the product, which is a luxurious uninterrupted time to be disconnecting from each other.

Consumers rediscovered the brand value of Haagen-Dazs. For the month which the app was launched, the total sales of Haagen-Dazs increased by 14% over last year. But most importantly, it successfully suggested the new value of enjoying uninterrupted time to disconnect from the world - through SNS which is originally a media for connecting - to a Japanese society that has a tendency to remain overly connected.