← Work Mystery marketing · Concept
Break The Ice
A crowd, a phone camera and a block of ice — the brand reveal came last.
- Sample brief for
- A beverage brand (new flavour launch)
- Objective
- Buzz + social content
- Audience
- Young adults, high-footfall zones
- Location
- 6 spots — markets, campuses, transit hubs
- Format
- Mystery installation + hidden-prize hunt
- Sample budget
- ₹90,000
The idea
No logo. No banner. Just a clear block of ice on a plinth in a busy spot, with a bottle and a prize ticket frozen inside and a single line stencilled on the base: "Free it. Keep it."
People push, pour warm water, sit on it, film it. The moment a bottle comes loose, the finder scans the ticket to claim the prize — and only then does the brand appear, on the reveal screen and the winner's phone.
Why it should work
- Curiosity does the work — a crowd can form with zero paid media.
- The struggle is the content. Every attempt is worth filming.
- Holding the brand back until the reveal makes the payoff land.
What the client would get back
A per-location photo and video pack, user-made posts with rights cleared, a reveal-screen highlight reel, and a scan log of every ticket claimed.
Concept brief. Promio is just starting; this campaign has not been run yet, and the figures above are planned scale, not results.