Challenge
How do you create hype around the opening of a major international chain’s new ice cream shop in Modena while launching the owner as the face and voice of the brand?
Solution
We developed a two-stage teaser action. First phase: posters with no logo scattered around the city, just mystery questions and a QR code that led to the Instagram profile @stefy.fuoridalcono. Second phase: the reveal. Stefy comes out of the closet, announces the opening date and puts a hard-to-refuse offer on the table: free ice cream for everyone on opening day. All amplified by a paid Meta campaign.
Community Factor
A new ice cream shop is not news. A mystery that intrigues Modena for weeks is. Instead of making the brand talk to the city, we made the city talk about the brands: in comments under posts, in neighborhoods, in word of mouth. When Stefy opened, the people of Modena were not discovering an ice cream shop: they were closing the circle of a journey that had begun a month earlier.
Results
