Dive Into Love [video] by PHD Beijing for Cornetto

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Dive Into Love [video]

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Industry Ice cream & Cold desserts
Media Case study
Market China
Agency PHD Beijing
Director Jem Chen
Art Director Alen Yang
Released March 2012

Awards

AME Awards, 2013
Use of Medium Branded Entertainment AME Gold Medallion
Products & Services Food, Non-Retail AME Platinum Trophy

Credits & Description

Advertiser: UNILEVER
Agency: PHD
Category: Video
Advertising campaign: DIVE IN
Sound Mixer: Ah-Long Lo (FILM'N JEM)
Creative Director/Executive: Andrew Chien (Minimax Original)
Director Of Photography: Dylan Doyle
Music Design: Ming Hsun Yu (FILM'N JEM)
Post-Production: Hsun-Chun Chuang (Minimax Original)
Cornetto China Assistant Brand Manager: Jeanie Hu (Unilever)
Post-Production: Jia-Hao Cho (Minimax Original)
Continuity Clerk: Polly Yang (FILM'N JEM)
Wall’s China Brand Building Director: Wei Huang (Unilever)
Line Producer: Yi-Zheng Chen (FILM'N JEM)
Account Executive: Ting-Ju Wang (Minimax Original)
Gaffer: Wen-Ze Chen (FILM'N JEM)
Art Director: Alen Yang (Minimax Original)
Director: Jem Chen (FILM'N JEM)
Digital Design: Yen Kuo (Minimax Original)
Assistant Director: I-Chia Chiang (FILM'N JEM)
Cornetto China Assistant Brand Manager: Julie Wen (Unilever)
Art Designer: Kok-Siong Leong (FILM'N JEM)
Cornetto China Brand Manager: Leo Gao (Unilever)
Location Manager: Tommy Tsai (FILM'N JEM)
Strategy
Love is complicated in China. Especially for teens and young adults with the single child policy creating greater competition with more men than women and no older siblings guiding them in matters of the heart. Money, family background and social status all have to be navigated before you even get the bit about do I fancy them, or do they fancy me! Leaving our target audience navigating the minefield of young love alone and unsure. Cornetto is built on love and romance. To maintain market leadership, every summer Cornetto must find new ways to bring romance to life, helping people find a little love along the way.Stepping into the world of racing hormones and young lovers angst, Cornetto’s online film campaign “Dive In & Discover Your Love Quadrant” delivered: + 280m online video views; +2m Sina Weibo (China’s Twitter) posts; and + 34% sales growth vs. 6% category growth.
Effectiveness
Reach & Impact:• 280 million online video views. • Picked up by +1000 video sites.• No 1 online film May - June 2012, - beating popular international and local films.• Free broadcast of interviews & film segments on three nationwide networks (Movie, Drama & General Channels).Engagement:• + 2 million twitter posts.• 0 to 1.1 million organics searches in first month.Brand:• +5% increase unaided brand awareness in key cities. • + 10% increase in TBCA.• +5% increase brand equity measure “ Is a brand linked to love”. Business:• + 34% vs. + 6% category. • Doubling the business past two years.
Execution
Using a three part comms strategy, “Dive In & Discover Your Love Quadrant” helped Chinese youth gain more confidence in dealing with different aspects of love: material love, fearless love, no true love and unrequited love.1. Entertainment: • Dramatiising different love quadrants through online films.• Aggregating all romance content on China’s leading video site under Cornetto banner over summer.2. Social / Sharing • Supporting the two content pieces an integrated social campaign across SNS platforms.• Creating a takeover moment across all the platforms by releasing over 520 love related shareable assets on the first day the full-length film was shown online.3. Amplification• Leveraging digital activations and social buzz to generate public relations through non digital channels.• Films carried across retail, public relations events, gaining additional TV public relations coverage with interviews of the cast and film shown on CCTV 6 – China’s national movie channel.