Cornetto Promo, Case study CORNETTO MULTIPLAYER GAME by Mobilera Outeractive

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Industry Ice cream & Cold desserts
Media Promo & PR, Case study
Market Turkey
Agency Mobilera Outeractive
Director Aslihan Anarat Cotelioglu, Selim Morlevi
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: UNILEVER
Product/Service: ICE-CREAM
Date of First Appearance: Jul 17 2010
Entrant Company: MINDSHARE, Istanbul, TURKEY
Chief Executive Officer: Demet Ikiler (GROUPM)
Managing Director: Ozer Sata (MINDSHARE)
Director: Aslihan Anarat Cotelioglu (MINDSHARE)
Manager: Sefika Basyigit (MINDSHARE)
Senior Executive: Oykum Safioglu (MINDSHARE)
General Manager: Zehra Oney (MOBILERA OUTERACTIVE)
Director: Selim Morlevi (MOBILERA OUTERACTIVE)
Sales Manager: Volkan Aksoy (MOBILERA OUTERACTIVE)
Operational Manager: Kerem Kinal (MOBILERA OUTERACTIVE)
Software Engineer: Can Ertel (MOBILERA OUTERACTIVE)
Creative Designer: Cagatay Tok (MOBILERA OUTERACTIVE)
Brand Building Manager: Tugan Gokce Ogun (UNILEVER)
Senior Assistant Brand Building Manager: Engin Bilac (UNILEVER)
Senior Assistant Brand Building Manager: Gamze Oztoygar (UNILEVER)
Assistant Brand Building Manager: Behiye Gurpinar (UNILEVER)
Media placement: Outdoor - Galatasaray Square, Istanbul - 17 July 2010

Insights, Strategy & the Idea
CORNETTO, in Turkey, has positioned itself as the “official ice-cream of love” for twenty years, but it had become uncool with its audience of 18-24s. Our mission was to communicate “love” in a fun, modern way.

We knew our target lived with their parents, that they loved technology and that they’d love an opportunity to chat to the opposite sex.

So we created a way for new love to bloom. At the height of a steamy Istanbul summer, CORNETTO played matchmaker by getting them to talk to strangers.

On Istiklal Avenue, the heartbeat of Istanbul and the street where our target gathered on summer evenings for a laugh, we offered the chance to find love.

A unique CORNETTO game would leverage their love of technology by using their mobile phones as a handset. We’d reward them for success and provide them with an excuse to talk to each other.

Creative Execution
We created the world's first-ever outdoor multiplayer game for mobile phones. For 15 nights we projected our game on the side of a large building in the heart of Turkey’s biggest city.

We challenged groups of technology-loving young adults to collect three ice-creams in 45 seconds in a Pac-man style game.

The number keys on their mobile phones were used like joysticks to control their characters.

The multiplayer mechanic got strangers competing and conversing. Boy met girl as they battled for the chance to win a CORNETTO.

We drove evening passers- by to our event with music and entertainment and placed digital kiosks with a simpler version of the same game in surrounding streets to encourage maximum participation.

Results and Effectiveness
We created an amazing experience.
For two hours per night over 15 days, 3,500 played the game and 3 million watched.

We created incredible engagement: Players mingled and chatted together, word of mouth was phenomenal both on and offline.

We generated great media value: Press coverage alone offset half the media spend.

We transformed the image of CORNETTO: Sales rose significantly and the “Official Ice-cream of Love” is now fun rather than old-fashioned.