Following the success of Golden Gaytime in a Tub and Gaynetto, Streets weren’t launching a new product for summer. So they needed an activation to drive talkability, brand love and a whole lot of hype for Gaytime at the key sales period for ice cream.
We knew that Aussies love a Gaytime but they really love the Gaytime crumb! So Mango developed the Golden Gaytime Crumb Shed – a crazy pop-up concept at Topshop that took crumbs to a whole other level.
We built the structure, conducted flavour R&D, created a slew of colourful assets and then unleashed it through an integrated launch campaign that captured the imagination of not only Sydney and Melbourne where the pop-ups were, but the entire nation with a huge amount of publicity generated.
On launch day, the internet went crazy and crowds snaked throughout Topshop. A staggering amount of ice creams (and Crumbs in a Tin!) were sold, leading to Streets extending the activation, such was its success.
PRIA NSW Golden Target Awards 2017: Experiential Campaign of the Year, Winner
PRIA National Golden Target Awards 2017: Experiential Campaign of the Year, Highly Commended National Finalist
Mumbrella CommsCon 2017: PR-Led Event or Activation of the Year, Finalist