I scream, you scream, we all scream for ice cream. Especially when it can be enjoyed somewhere beautiful and looks good enough to share straight to Instagram.
People love sharing photos of their ice cream treats; there are over 35.4m Instagram posts using #icecream.
Popular Finnish ice cream brand Valio Jäätelöfabriikki embraced the picture perfect Instagram trend, delighting and surprising influencers and ice cream lovers with a dreamy and totally unmissable ice cream experience.
Creating the world’s most instagrammable ice cream themed hotel room, Valio Jäätelöfabriikki pinpointed two millennial trends to boost the reach of the campaign: Staycations and FOMO (the fear of missing out).
For a limited time ice cream lovers could book the specially-designed Sweet Suite and enjoy one night’s stay in the edible-looking hotel room, designed by Finnish interior designers Anna Pirkola and Kirsikka Simberg.
Offering a fully-immersive brand experience, the ice-cream themed room, based in the Klaus K hotel in Helsinki, was completely covered in a strawberry ice cream pink colour from the carpets and fixtures to the bed sheets and curtains. Has ice cream ever been this stylish?
The attention-to-detail was incredible! A Spotify playlist was available with the ‘sweetest Spotify songs ever” and for TV entertainment there were recommended watches of the ‘sweetest movies of all time,’ that could be watched from the kingsize bed.
It had everything a female millennial could want. It even had a swing! The perfect spot for that quirky, colourful Instagram shot.
Just $70 dollars more than the standard hotel rate, guests could also enjoy a relaxing bath with ice cream themed products from popular and notoriously sweet-smelling high-street brand Lush.
The home-comforts, luxury treats and unusual twists could all be enjoyed while gorging on a freezer full of Valio Jäätelöfabriikki ice cream.
To increase the FOMO factor and increase exclusivity, the room only opened for six months before the room of delights was gone for good.
The campaign was incredibly successful with a reach of over 66 million and social media engagements of over 92k. There were lots of positive media reviews including Lonely Planet and CNN Traveller. The room even appeared on the cover of the Finnish Cosmopolitan.
This isn’t the first time we’ve seen an ice cream brand create a playful campaign to appeal to our inner child. Dairy Queen’s Gravity Defying Blizzard Store literally turned an ice cream stand on its head, and Strauss buried chests full of ice cream for unsuspecting beachgoers to find.