To celebrate the launch of its new Sundaes range, Ben & Jerry’s and OOH media company JCDecaux Australia have created an ice cream-themed bus stop that gives Bondi commuters the opportunity to enjoy "the sweet scent of salted caramel" as they wait for the bus.
Located opposite the Ben & Jerry’s store on Campbell Parade in Bondi Beach, the special build 3D bus shelter has been transformed into a giant Ben & Jerry’s Sundae to promote the new range, described as "the chunkiest, swirliest flavours, layered with never-before-seen creamy whipped topping and finished with sticky sauce and chocolate chunks.”
Custom green seating and a Sundae-topping roof are complemented by a push-button salted caramel scent dispenser. Nearly half a million domestic visitors travel to Bondi Beach each year and the bus station is located along the busy 333 – North Bondi to City Circular Quay – bus route.
Lama Perrin, group manager – creative and digital solutions at JCDecaux Australia said: “The Ben & Jerry’s Sundae installation is already enjoying high engagement with more than 2,450 people pushing the scent dispenser button so far.
“The activation looks delicious and is strategically located opposite the Ben & Jerry’s Bondi Beach store to drive footfall. A popular outdoor destination like Bondi is the ideal environment for ice cream advertising, with the beach, sun, and holiday atmosphere. For many customers ice cream is an impulse buy, with the scent dispenser triggering appetite and positive memories."
Sean Farrell, country manager for Ben & Jerry’s Australia & New Zealand, says the company is excited to introduce the Ben & Jerry’s Sundaes range in Australia through a fun, multi-sensory activation. “At Ben & Jerry’s, we always strive to find new and authentic ways to surprise and delight our fans, from our euphoric ice cream to how we connect with them in their daily lives.”
The campaign is supported by a national campaign across JCDecaux Classic and Digital Large Format. Ben & Jerry’s Sundaes is currently available in three flavours: Hazel-nuttin' but Chocolate, Non-Dairy Berry Revolutionary and Oh My! Banoffee Pie!
The campaign is running now until 22nd October.
https://www.jcdecaux.com.au
