GOVT Singapore has launched its first Häagen-Dazs campaign for General Mills Southeast Asia, titled Real Moments. The campaign was launched in Singapore, Malaysia and Thailand on the same day. It centered around the insight that real, quality time with a loved one is more meaningful than just buying expensive gifts for each other.
To launch the campaign, GOVT Singapore created a 2-minute video that showcased 3 real-life couples and what they wanted for Christmas. Since its release a month ago, the video has been viewed more than 1.8 million times.
The video led consumers to a microsite, where couples could win a table at a Häagen-Dazs store in Singapore, Kuala Lumpur or Bangkok. Over 25,000 people across 3 countries participated and the brand closed their store for a day and treated the lucky couples to a special festive dessert.
One lucky couple from each country also received a special surprise from Häagen-Dazs, where they had the entire shop all to themselves, documented in 3 different videos below.
Tim Chan, Creative Director, GOVT Singapore, said, “Häagen-Dazs believes that Nothing Is Better Than Real. So we wanted to help the brand play a role in bringing the real meaning of Christmas to couples. It’s really been a labour of love. And we’re thankful that our clients and partners have been so supportive.”