DQ
Getting Canadians to think of BLIZZARD® treats everytime they see a pile of snow. DQ wanted to remind Canadians that their iconic BLIZZARD® treat was just as worthy of attention in the winter, as it was in the summer. Winter is looooooong in Canada, and for most Canadians, giving up ice cream for four months out of the year is simply not an option. DQ Blizzards are the ultimate frozen treat, even in the snowiest conditions
Using the ubiquitous mounds of snow that appear throughout winter, DQ created non-traditional out-of-home (OOH) placements. These installations leveraged 7-foot-tall DQ red spoons and giant Smarties mix-ins to transform snowbanks into “DQ Blizzard Banks.”
To bring further excitement and interactivity to the campaign, passers-by who found “DQ Blizzard Banks” had a chance to scan a QR code on the red spoons for a chance to win free BLIZZARD® treats for a year.
This chilly activation was further amplified by partnerships with well-known influencers in each participating market, bringing the campaign to life across social media. Moreover, with the help of a partnership with The Weather Network, DQ ensured that participants knew exactly when a “DQ Blizzard Bank” was set to “touch down” in their town.
The first run of the campaign began on February 21st in Ottawa, Winnipeg, Collingwood, Whistler, and Calgary, with chances of more “ DQ Blizzard Banks” accumulating throughout the remainder of winter.
“DQ Blizzards are such an iconic and well-recognized treat that we couldn’t pass up the chance to have some fun with them. Ultimately, we want people to think of DQ Blizzards every time they see a snowbank. By creating Blizzard Banks, we’re simply reinforcing something that people already know… DQ Blizzards are the ultimate treat regardless of weather conditions.”
The campaign was a collaborative effort between Publicis Toronto for creative and web development, Publicis Sport & Entertainment for experiential, and The Pub for content development.
To see if a DQ Blizzard Bank will be accumulating in your city, head to instagram.com/dqcanada