(Beta) is launching its first campaign for Iceland with a Moulin Rouge inspired extravaganza, featuring real Iceland mums, can-canning alongside Jason Donovan, to celebrate the Christmas season.
(Beta)’s brief was to create high impact advertising that would raise consideration of Iceland amongst its existing customer base, to counter the weight of competitor activity in the lead up to Christmas.
Having identified the untapped potential of the “That’s why mums go to Iceland” line and a need to get real mums back into the heart of the campaign, (Beta) re-cast some of the Iceland customers who had been auditioned earlier this year, following Iceland’s strategic decision to adopt a customer as the Face of Iceland.
The ads centre on an elaborate Christmas party - surrounded by family and friends as the Mums dance their way through Iceland’s new and classic seasonal product ranges.
Jason Donovan performs his role of ringmaster/compere with gusto, enthusiastically embracing high heels and suspenders for the show’s grand climax.
The TV will be supported by PR and in-store activity. Customers will get to find out more about the mums featured in the ad via the Iceland Christmas magazine, News of World X Factor sponsorship ads, Iceland’s own website and their fast-growing Facebook community.