Scooping Smiles for Aircoach’s Anniversary
this is Aircoach
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Celebrating 25 Years with a 99 and a Smile
To mark 25 years on the road, Aircoach teamed up with BAM to create an activation that was nostalgic, feel-good, and socially shareable. The solution? A branded ice cream tour, designed to connect directly with the public through four well-loved Irish locations: Bray Seafront, Cork Marina Market, Belfast Victoria Square, and Jervis Shopping Centre in Dublin.
Each stop celebrated Aircoach’s history—with the giveaway of over 2,800 ’99’ cones marking the company’s first journey in 1999. From scenic promenades to bustling shopping hubs, the campaign blended feel-good treats with brand storytelling, strengthening emotional ties with current and potential customers.
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Tour Execution: From Piaggio to Planning
BAM handled the campaign end-to-end, delivering a fully managed touring activation across Ireland. This included:
- Tour logistics and route planning across four locations in under one month
- Production and branding of a blue Piaggio Ape ice cream tuk-tuk
- Local authority liaison, including power access and site compliance
- Daily setup, crew management, and real-time adjustments to stock and staffing
- Proactive engagement and data collection, with a focus on social media interaction and route promotion
Each location had unique challenges—from unexpected popularity in Bray to stock shortages in Belfast—but BAM’s on-the-ground team adapted with agility, maintaining service and hitting all targets.
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Impact: Cone by Cone, We Built Brand Love
The campaign wasn’t just about treats—it was about connection. Across all four locations:
✔️ 2,879 ice creams served
✔️ 60%+ social media sign-up/conversion rate
✔️ Thousands of brand mentions and shared stories on Instagram
✔️ Key conversations with travellers and locals about service routes, timetables, and awareness gaps
✔️ First-time discovery in locations like Belfast, where many weren’t aware of the Dublin Airport route
Insights were also gathered that could directly inform marketing strategy, such as interest in earlier morning services, requests for increased frequency, and regional feedback on Aircoach visibility.
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Learnings, Love, and What Comes Next
This campaign showed how simple, heartfelt engagement can deliver tangible brand warmth and awareness. The ice cream hook sparked conversation, built goodwill, and uncovered real-time customer insights that can inform future route marketing. BAM’s recommendation? Consider regional tactical activations or seasonal localised campaigns from giveaways to ambassador activity to maintain this momentum year-round.
Whether it’s a cone, a conversation, or a click-to-follow, BAM helped put the Aircoach name back in people’s minds and in their phones.
