During the uncertainty of lockdown, Häagen-Dazs created #HaagIndoors with a simple message to stay safe, stay home and keep sharing moments of joy. They needed to find a culturally relevant way to embody this message, that kept them front of mind with their core target audience.
For Secret Cinema, it became clear that audiences would require a much-needed boost of joy and entertainment. There was a need to stay fresh and relevant despite not being able to produce normal Secret Cinema shows.
And so the synergy of brand values led the way to a unique newcomer sponsorship opportunity. Secret Sofa from Secret Cinema, presented by Häagen-Dazs, was born! Recognising and leveraging the passion points of the Häagen-Dazs audience; towards authenticity, cinema and immersive experiences, linking strongly with Secret Cinema’s purpose.
For eight Fridays between April and June, thousands of homes across the country simultaneously transformed into alternate universes as their inhabitants took part in reimagined immersive film experiences, all from the comfort of their own sofas. A virtual film club bringing much needed moments of magic.
The social media activity for Secret Sofa was Häagen-Dazs’s longest and first multi-platform influencer marketing campaign and represented a global debut on TikTok.
An agile and effective pivot, Secret Cinema and Häagen-Dazs reimagined and recontextualised iconic communal experiences, making them accessible at a time when nothing else was. The work brought communities together in a new experience, achieving unprecedented positive sentiment, a dramatic sales uplift for the brand, and industry praise for its ingenuity.
