Page 86 - The EDIT | Q2 2017

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Ideas
Streets talking ice cream – Vogon
Campaign Title // Streets talking ice cream — Vogon Campaign Duration // 01.01.17 – 26.02.17
Australia Brand // Unilever
Client // Streets Ice Cream Producing only the most relevant
topical content, the team guaranteed scale, ensuring Streets was part of the real conversations happening across Australia. As a result, Streets saw a monumental increase in ad recall, as well as massive sales growth.
In the early summer of 2017, Streets faced 23 new competitor ice cream launches and rapidly declining relevance against an adult audience. To get their flavours back on Aussie’s lips (both figuratively and literally), the team turned to the power of humour.
With a little data from Google’s YouTube, the team created an algorithm that identified topics and trends, in real time, that were hot on the platform. They then messaged against these pillars, combining the algorithm with Google’s dynamic creative serving technology Vogon, to deliver almost 100 bespoke, extremely
contextual ads to people watching related content. These ads were presented in the form of a mini-news segment hosted by news anchor Cornetto ice cream. In this segment, Cornetto would comment, prod, provoke and play with the most relevant news topics of the day.
Role of comms: REINFORCING
THE EDIT ISSUE 06 | Q2 2017