OLA wanted to limit the loss of market share to private labels and decided to launch a country-wide loyalty program that was going on after the summer peak.
The Dutch have a very Calvinistic concept of ice cream: you don’t eat it unless it’s really warm (refreshment) or unless you’ve done something to deserve it (reward). Let’s play on this insight with a concept in which each minimal effort is naturally rewarded with an ice cream cone and double rewarded with Ola Heartbeats.
Time for a reward – was brought to life through an activation platform on tv, radio, print and online. As well as 4 million savings books, unique POS material, premiums and packaging were displayed in supermarkets, snack bars and service stations.