Cornetto Promo, Case study CORNETTO CHAPEL - IMPULSIVE WEDDINGS by Lola Madrid

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market Spain
Agency Lola Madrid
Creative Director Eduardo Martinez Gil, Juan Sevilla, Angel Morales, Juan Pablo Christmann
Account Supervisor Alexandra Amstrong
Released February 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: UNILEVER
Product/Service: CORNETTO
Excecutive Creative Director: Chacho Puebla (Lola / Lowe / Partners)
Excecutive Creative Director: Jorge Lopez (Lola / Lowe / Partners)
Creative Director: Juan Sevilla (Lola / Lowe / Partners)
Creative Director: Juan Christmann (Lola / Lowe / Partners)
Creative Director: Eduardo Martinez Gil (Lola / Lowe / Partners)
Art Direction: Stela De Diego (Lola / Lowe / Partners)
Account Mannager: Tom Elliston (Lola / Lowe / Partners)
Account Supervisor: Alexandra Amstrong (Lola / Lowe / Partners)
Production: Lola Guillamon (Lola / Lowe / Partners)
Production: Elena Pinheiro (Lola / Lowe / Partners)
Production: Marie Gilot (Lola / Lowe / Partners)
Head Of Production: Hector Palacio (Lola / Lowe / Partners)
Creative Advisor: Tura (Lola / Lowe / Partners)
Media placement: Event - Square Downtown Madrid - Febrary 14th 2012

Summary of the Campaign
This time, what happened in Vegas, started in Madrid.
On Valentine´s day, hundreds of couples did something stupidly impulsive in the name of love: They got married.
Cornetto, the brand that inspires you to follow your heart, made it happen. From fiances to total strangers passing by, everyone was invited to get married, just like in Vegas.
On Facebook, people voted for 1 lucky couple who won a trip to Vegas and got married again.
Making this Valentine´s day a pretty different for them and for everybody else too.
Impulsively ever after.

The Situation
Icecream brands dissapear out of people's mind in winter.
Cornetto is a brand that inspires teenagers to follow their hearts.
We decided to make something different for Valentine´s day: to connect with our public in a Cornetto way.

The Goal
To engage with teenagers.
To make a special Valentines day for everybody. Especially for the couples that got married.
To make buzz on social networks.

The Strategy
The strategy was to make an offline and online experience that encourage teenagers to follow their hearts.

We built a pop-up chapel in donwtown Madrid. For 1 day every couple passing by was invited to get married, as in Vegas.

The 1 lucky couple to get the most votes on Facebook, won a trip to Las Vegas to get married again.

Documented Results
The Chapel was a total PR Success
Appeared in all major Spanish newspapers.
+20 minutes of free live TV Coverage.
+32,00% ROI.
We created content that became a social currency in the internet.