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Challenge

Marble Slab Creamery first introduced the “frozen slab” ice cream concept to Canada in 2003. Since then, they’ve become a popular choice for a broad audience of ice cream lovers who appreciate the customizable, quality selection of fresh-made dairy treats ranging from ice cream, yogurt, cakes and cupcakes.
 
A general customer opinion survey conducted by Marble Slab dictated that 77.8% of respondents had never ordered a cake online. Clearmotive was tasked to come up with an idea that would increase ice cream cake sales online and raise the overall cake volume for Marble Slab Creamery.

Idea

To address this challenge, clearmotive’s creative solution involved the full production of a digital animation pre-roll video to showcase the frozen treats and motivate online ordering with a clear call to action.
 
Following creative brainstorming, collaboration and storyboarding, the creative requirements included expertise in graphic design and animation, scripting (copy-writing and editing), and voice over and music selections that would ultimately appeal to the identified ice cream lover.

Outcome

With a focus on the sale of ice cream cakes, the finished pre-roll video introduced the upcoming September Cake Promotion – a special offer of 25% off select online cake orders.

After running for just one month in targeted North American locations, the digital pre-roll video received over 380,000 impressions and assisted with driving traffic to the website. On average, users were engaged, spending more than three minutes browsing the site and visiting three or more pages per visit.