Love at first bite

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AUCKLAND, Today: Working with ice-cream maker Ben & Jerry’s agency PHD, the Phantom Labs team came up with bespoke Super Frames that have giant bites taken out of them.

It was a cute idea, but one that needed be perfectly executed in context. “While you might think ice cream sells itself – especially when the sun is shining – it still needs to get noticed in a crowded market place,” says assistant category manager Michelle Simmonds.

“With their ability to influence buyers on the path to purchase, street posters are the obvious place to launch a premium ice cream product such as Pint Slices.

“So Ben & Jerry’s asked Phantom Billstickers to put some eye-catching options on the menu.

“With 6500 poster frames around NZ, we built a schedule to reach B&J’s customers with pinpoint accuracy.”

Drawing on the skills of their in-house frame-makers and specialised installers, Phantom was able to deliver a convincing prototype and roll it out in 16 high-traffic locations. The result is a batch of bespoke poster frames that work hand-in-glove with the creative idea.

Phantom commercial strategy manager Ben Stonyer says the Pint Slices campaign was a case of love at first bite.

“We’re always keen to work with brands that ask us to push the envelope,” he said. “The Pint Slices launch is the perfect demonstration. With a choice of over 6500 poster frames around New Zealand, we helped Ben & Jerry’s build a schedule to reach their customers with pinpoint accuracy. Then our Phantom Labs guys got busy crafting a set of custom frames to complement the creative idea.

“There’s nothing self-indulgent about that.”

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