| 标题 | Baby Bjorn |
| 广告公司 | Grey New York |
| 广告战役 | Baby Bjorn |
| 广告主 | International Dairy Queen |
| 品牌 | Dairy Queen |
| Posted | 12月 2012 |
| 行业领域 | 餐馆与快餐 |
| 哲学 | This promotional spot, "Baby Bjorn," shows what happens when a toddler'scraving for a Blizzard conflicts with his dad's. The response wasphenomenal. The original forecast was for sales of 280 Blizzards a week --Dairy Queen actually sold an average of 520 per week. Halfway into thepromotion, DQ sold out of the ingredients altogether and had to shut down the promotion for two days while it restocked the entire franchise system. |
| 问题 | Dairy Queen stands for three simple things that people really crave: treats,burgers and fun. Our strategy for DQ is to drive that craving across a broadrange of targets. The product is always the hero and the tone is alwayslight-hearted. |
| 结果 | Although the spot is new, it has already attracted a lot of attention. Itwas short-listed at Cannes and chosen as an Adweek Best Spot of the Month.It will also be featured in an upcoming article in USA Today. Overall, Dairy Queen's sales are up 10% systemwide versus last year -- wayahead of the industry average. |
| 媒体类别 | 电视 |
| 长度 | |
| 市场 | 美国 |
| 创意总监 | Jonathan Rodgers |
| 文案 | Ari Halper |
| 文案 | Joe Gatti |
| 美术指导 | Steve Krauss |
| 广告公司制片 | Diana Gay |
| 美术指导 | Janet Ricards |
| 制作公司 | Harvest Films |
| 导演 | Baker Smith |
| 首席创意官 | Tim Mellors |
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