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Exträa HD by Häagen-Dazs, the latest work from Proximity

By Proximity BBDO

SD or HD? Choose an even better option with Exträa HD! Häagen-Dazs and MyTF1 VOD have teamed up to create the first ever ice-cream delivery service integrated into a VOD platform. In collaboration with Proximity BBDO, the two iconic brands have launched an innovative “ice-cream on demand service” named Exträa HD.

HOW DOES IT WORK?

When choosing whether they want to watch their film in SD or HD, consumers can now choose a third viewing option – Exträa HD. They’ll then be offered a selection of the brand’s best-sellers: Peanut Butter Crunch, Macadamia Nut Brittle or Salted Caramel. Once the order is confirmed, their ice-cream will be delivered in under 40 minutes.

 

FREE DELIVERY

The Exträa HD service comes at no extra delivery cost.

 

LAUNCH DATE AND AVAILABILITY

The Exträa HD service will be available from 26th April 2018. Starting only in Paris initially, it will then be extended to more cities, including Lyon at the end of May 2018.

 

A CREATIVE APPROACH TO E-COMMERCE

Exträa HD by Häagen-Dazs is the result of an intense collaboration. This avant-garde platform (the first of its kind in Europe) fits perfectly within Häagen-Dazs and MYTF1VOD’s constant quests for innovation, and ties in with some of their key common brand values: creating close customer relations, innovation and quality.

The strength of the service lies both in the smooth consumer journey and its total integration into the MYTF1VOD platform. The concept might appear straight-forward, but successfully reaching this level of service quality was no simple feat.

 

TECHNOLOGICAL CHALLENGE

It took four months to bring the service to fruition. Such innovation called for multiple different experts whose savoir-faire was combined in order to integrate the various platforms required, implement an API and develop a geolocalisation module that would allow orders to be processed in real time.

Logistics also had to be carefully considered to ensure that ice creams would be delivered at their optimum quality.

Häagen-Dazs, MYTF1VOD and Proximity BBDO were able to find solutions to all these challenges without ever having to compromise on quality at any level.