Brief
Recently, Mona started organising an annual national Dessert Day, inviting everyone to come eat pudding at Mona in Amsterdam.
Approach
A pop-up pudding salon is opened on Overtoom street, where everyone is welcome to come and enjoy a free Mona treat.
At Central Station, we announce over the loudspeakers that everyone can take tram 1 to come enjoy pudding at Mona. The consumer is delivered to the door by a special Mona Dessert tram.
We celebrate Dessert Day with fun posters and advertising. And for extra attention, bikes are fitted with a real Mona bikewheel clapper[SC8].
Result
Mona’s birthday was a huge success. We garnered great attention across all media. And in total, 15,321 fans received a free Mona dessert.
