Get the Scoop | Tip Top x Mental Health Awareness Week

In 2021, Tip Top had a simple plan for the MHAW goal of getting people to have a kōrero: put bean bags out in a public space, have a chiller filled with ice cream, and encourage people to sit down to have a chat over a free fruju.

This didn’t go to plan however, as we ended up going into a lockdown, that meant we had a very short time period to adapt this idea to work digitally. We did this through a catchy soundbite, special-built digital chatrooms, and free ice-cream vouchers.

After swiping up on the ad, users were directed to a simplified landing page where they could enter their details and a time to kōrero.

Once the kōrero was booked, an email invitation went out to both parties with a free ice-cream voucher, a calendar invite, and a link to the video chat room. They were then redirected to a microsite that provided a bit more detail.

Each invitation had a link to a unique chatroom. When you clicked on the tub of ‘Ice cream breakers’ at the bottom of the screen, an ice breaker would roll out in the form of a scoop of ice cream.