About the brand
Baskin-Robbins is the world’s largest chain of ice cream specialty shop restaurants.
The company is known for its “31 flavors” slogan, with the idea that a customer
could have a different flavor every day of any month
Problem
Many people thinks Baskin-Robbins is an expensive ice cream to
have because they do not know about their regular offers
Objective
To advertise Baskin-Robbin’s regular offers and increase sales
Concept
By developing a new media advertising for Baskin Robbins, consumers are able to
know about their regular offers on every Wednesday and 31st of the month to increase their sales
Target Audience
• Children
• Teenagers
• Young Adults
Mobile Application
1st Section - Surprise Alarm
Surprise alarm is a mobile application that allows you to set alarm to wake you up. You can set the alarm sound as your preference or you can choose “Suprise Me” for a surprise sound that Baskin Robbins will provide to you. Baskin Robbins will surprise you on Pink Day, which is every Wednesday, with a discount voucher if you wakes up and switch off the alarm as soon as possible while the ice cream is not fully melted. Of course, you can choose to hit the “Snooze” button if you want to sleep a little longer and the alarm will be muted and rings again 10 minutes later. Within this 10 minutes, the ice cream will continue melting and if you wakes up when the second alarm rings and switch it off, you will still receive a discount
voucher from Baskin Robbins but the discount will not be as much as you switch the alarm off immediately. What if you have missed the
second alarm? Then you will not receive any discount voucher on that Pink Day and you can try to wake up earlier on the next Pink Day.
Start Up Page Agreement Introduction Options
Clock Display After Awake Settings Receive Voucher
Alarm Running Alarm Ringing Voucher in E-Wallet End
2nd Section - The Pink Game
The Pink Game is a game in the mobile application that you can play it everyday.
It’s a simple game as you just have to catch the dropping ice cream and you’ll get a reward from Baskin Robbins!
The speed of the ice cream dropping will increase by level and same goes to the reward, it’ll give more and more discount.
The rules for this game is, each user can only achieve 1 level per day and each user will have 3 chances to complete a level per day.
If they did not manage to complete a level on that day, they’ll have to wait until the second when the life is renewed and continue playing.
While playing, there’ll be a bar on the left and when you see pink color appears in the bar, it represents the points you’ve earned.
Start Up Page Instruction Game Start Left bar increase
represents points
represents points
Only one level can be Rewarded with a discount voucher Bigger reward in higher level Rewards for different
achieved per day level achieved
achieved per day level achieved
Only 3 chances given per day Speed increase in higher level Rewards for different Rewards for different
level achieved level achieved
level achieved level achieved
