TRUE LOVE EXISTS by Tribal Amsterdam for Cornetto

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TRUE LOVE EXISTS

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Industry Ice cream & Cold desserts
Media Direct marketing
Market Netherlands
Agency Tribal Amsterdam
Executive Creative Director Chris Baylis
Released May 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: UNILEVER
Product/Service: CORNETTO
Agency: TRIBAL DDB AMSTERDAM
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.inzending-award.nl/cyberlions/cornetto_trueloveexists
Executive Creative Director: Chris Baylis (Tribal DDB Amsterdam)
Head of Art: Mike Hambleton (Tribal DDB Amsterdam)
International Strategy Director: Sean Chambers (Tribal DDB Amsterdam)
Strategy Planner: Joey Duis (Tribal DDB Amsterdam)
Strategy Planner: Rik Heijmen (Tribal DDB Amsterdam)
Account Director: Joost Jongbloed (Tribal DDB Amsterdam)
Client Services Director: Sandra Smits (Tribal DDB Amsterdam)
Project Manager: Sanne Drogtrop (Tribal DDB Amsterdam)
Media placement: Online Bannering - May 1st 2009 - May 1st 2009
Media placement: Online, MMS Virals: Consumer Generated MMS-Es - Not Applicable - May 1st 2009
Media placement: Online, E-Mail Virals: Consumer Generated E-Mails - Not Applicable - May 1st 2009
Media placement: Point Of Sale (Display Materials) - Not Applicable - May 1st 2009
Media placement: Product Packaging (Activation Message + Redempetion Code On Cornetto Lid) - Not Applicable - May 1st 2009

Describe the brief/objective of the direct campaign.
The European ice cream market is saturated, and Cornetto competes against both private labels and other A-level brands. Since 1976, Cornetto has been the iconic ice cream in Unilever's portfolio. But over the years the classic brand identity became a bit old-fashioned. The distinctive image of Cornetto decreased and the brand lost a connection with a younger target audience. Our objectives were to contemporise the Cornetto brand and activate the teen target market; to build a consistent brand image in Italy, Portugal and France; and to support local sales campaigns to reinforce Cornetto's positioning.

Explain why the creative execution was relevant to the product or service.
Teenagers are at an exciting time in their lives. Love is as frightening as it is enthralling. Digital channels sit at the centre of their daily lives. They now use technology to connect, flirt and fall in love instead of dating face-to-face. Combining consumer insights with Cornetto's brand vision led to our digital strategy: Cornetto is a simple gesture that eases the early moves in the journey of love. We created a virtual love messenger that helps teens express their feelings with an 'almost real' mobile phone video. By redeeming an on-pack code, sending video by MMS was free.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Key objectives were a) connect the classic Cornetto brand with a younger target audience and b) support sales in the different local markets in Europe. The challenges: how can we make the classic brand relevant for the audience of teenagers and how can we make that impact sales?

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Cornetto campaign site received over 670,000 unique visits (34% above target). Over 685,000 lid codes were redeemed. 100,000 young lovers received a virtual love message from their (potential) date. The majority of these love messages were distributed via free MMS, which was only possible after buying a Cornetto and entering a unique lid code. This shows the sales promotion mechanism was very effective. Ice cream sales figures confirm this: set targets were surpassed by 40% to 150%, varying by country (Source: Unilever). Above all, Cornetto won a place in the heart of European teens and reclaimed its crown.