Page 92 - The EDIT | Q2 2017

92
Ideas
Cornetto love notes
China
Campaign Title // Cornetto love notes Brand // Cornetto Campaign Duration // 20.05.16 – 31.08.16 Client // Unilever
In recent years, Cornetto’s sales have flat-lined in China, with the brand becoming very dependent on weather for sales. At the same time, Chinese teenagers have become increasingly focused on their academic pursuits, often stumbling in their romantic lives as a consequence.
Cornetto wanted to help Chinese youth find their summer love, using Cornetto as a love note vehicle. Via an interactive mobile site created by the team, teens could send a “Digital Cornetto” love confession that they’d been previously too shy to say. Given the provision that an average
ice cream takes 520 seconds to melt, the receiver was only given 520 seconds to read their love note before it melted away. At
the same time, teens were also able to design the Cornetto cone packaging on a virtual vending machine, and use the unique Cornetto GIF emojis on WeChat.
The campaign ensured that Chinese youth had a very
sweet summer. Nearly 15 million Chinese teens engaged with the campaign, leading to a large increase in sales. What really melted our hearts though, was the over three million Chinese youth that expressed their love via the campaign, and the 38 million peers who were encouraged by their friends to stop waiting and start loving!
Role of comms: BUILDING
THE EDIT ISSUE 06 | Q2 2017