Secret Sofa for Häagen-Dazs - Best Use of Brand Experience Winner - SPACE - The Independent Agency Awards 2021

Campaign Summary:

In 2020 SPACE launched a collaboration between luxury ice cream brand, Häagen- Dazs and Secret Cinema to create an immersive and multi-platform film experience, reaching millions. For 8 weeks from April to June, participants constructed secret worlds from films in their living rooms, streamed via a readily available platform such as Netflix. Pre-screening narratives distributed to participants encouraged audiences to make props, learn choreographed dances and dress up as key characters.

The social content campaign was Häagen- Dazs’s longest marketing amplification, and a global TikTok debut for the brand, with 24 influencers coming together to produce content and actions every week around each film. The campaign showed up for the brands’ audiences in a time of consumer anxiety, bringing joy every week. Alongside 1.2 billion PR impressions in earned media coverage, the readers of Time Out London Magazine voted Secret Sofa as “The Saviour of Lockdown.”

- Space​