Corner House - Think Tree Media House

Brand

Corner House Ice Creams

Industry

F&B

Year

2023

Services

Campaign Ideation, Production & Execution

Scope

Increase Offline & Online Engagement, and create a Community Feeling

Location

Bengaluru

Brand

Corner House Ice Creams

Industry

F&B

Scope

Increase Offline & Online Engagement, and create a Community Feeling

Services

Campaign Ideation, Production & Execution

Year

2023

Location

Bengaluru

The Brief

We realised that National Ice Cream Day was around the corner while making a Topical/list or plan for the Brand when we realized that National Ice Cream day was around the corner and is a great opportunity for an activation.

The aim was to make the consumers feel like they are part of something special and bigger and, to tap into the emotion related to being a Banglorean.

The Approach

For the topical day, our team ideated a #DanceForIceCream campaign that would help us capture the organic consumers and also tap into the emotions that are related with Corner House.
A simple insight of Corner House being a tradition in Bangalore and the community feeling that comes with the association was tapped into.

We executed a campaign on National Ice Cream Day at Corner House, Indiranagar that involved capturing footages of people dancing for a scoop of free ice cream. For the campaign we put out a post and a story 2 days prior through a static post and story that informed our audience about the activity.

The activation garnered a lot of attention with many consumers taking part and organically allowing us to capture a large amount of interest. People cheered each other on and enthusiastically participated in the activity.

The reel was taken live on social media on –, which then brought the eyes of other external parties like PR and media houses onto the activation.

The Final Result

The campaign was a success with over 4,000 new followers gained and profile visits going up by 694%. Engagement went up by 303% with followers and 2082% with non-followers.
The video quickly went viral, with a pickup by PR and media agencies such as – which simultaneously created a domino effect to have others do the same.

The campaign also resulted in a large footfall in the following days for the brand.
The relatability factor of the brand was doubled and the association of the brand with a fun and happy personality was established to be stronger. Corner House was considered a Bangalore favourite and was well known around the state – however, as a result of this campaign, Corner House is now well known all over India.

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