Challenge

To promote Häagen-Dazs Minicups by creating the ultimate girl’s night in.

Solution

A central London gallery was converted into a luxurious boudoir for three weeks.  The space featured a designer wardrobe, private bar, make-up, games and as many Minicups as guests could eat.

Visitors booked two hour sessions online, choosing entertainment from a personal stylist, shoe party, DJ lessons, food tasting and life drawing classes.

Celebrities Cat Deely, Matthew Williamson and Grace Woodward each hosted a VIP party for competition winners. Celebrities and PR managed by Beige London PR.

Results

Facebook applications: 1,000+
Successful guests / Turnout 400 / 100%
PR reach: 55million
PR value: £2.85million