Cornetto Promo SHOW-YOUR-LOVE-GANG by Lowe Bangkok

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Industry Ice cream & Cold desserts
Media Promo & PR
Market Thailand
Agency Lowe Bangkok
Creative Director Pornchai Sanchaichana
Art Director Wutikai Chaika
Copywriter Wesley Hsu, Gumchai Lertphuttiphinyo
Account Supervisor Chutima Kijmomgkoltham
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: ICECREAM
Agency: LOWE
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Dominic Stallard (Lowe Bangkok)
Chief Creative Officer: Clinton Manson (Lowe Bangkok)
General Manager: Chaowapark Srikasem (Lowe Bangkok)
Creative Director: Pornchai Sanchaichana (Lowe Bangkok)
Art Director: Wutikai Chaika (Lowe Bangkok)
Copywriter: Gumchai Lertphuttiphinyo (Lowe Bangkok)
Copywriter: Wesley Hsu (Lowe Bangkok)
Account Supervisor: Chutima Kijmomgkoltham (Lowe Bangkok)
Account Manager: Natthathita Patcharamaneekul (Lowe Bangkok)
Agency Producer: Sitthichai Sukanta (Lowe Bangkok)
Agency Producer: Maneenkan Hongsing (Lowe Bangkok)
Media placement: Field Marketing - Community Mall, Hang Out Place In BKK - 7 Feb 2010
Media placement: TVC - Channel 3,7,9 In Thailand - 7 Feb 2010
Media placement: Online Advertising - - 7 Feb 2010

Describe the objective of the promotion.
Headline: Approaching your ‘secret crush’ is easy when you’re hiding behind a Cornetto! Challenge: Increase monthly sales of Cornetto ice-cream through a sampling promotion (that does not include discounting the product).

Describe how the promotion developed from concept to implementation
Culturally, Asian teens are not as forward as Western teens, so our concept had to enable them to make the first move without being impolite or rude. We launched the Cornetto 'Show-your-love-gang' a week before Valentine’s Day with TV, Radio , and on-ground support. Entering on or calling a call-centre , with a code found on every Cornetto wrap, teens could win the nation-wide service of the gang. Cornetto Show-Your-Love-Gang then surprised the winner’s secret ‘loved one’ and said all the things that the ‘secret admirer’ always wanted to say through songs, a presentation, and a bouquet of flowers.

Describe the success of the promotion with both client and consumer including some quantifiable results
Cornetto Show-Your-Love-Gang became a popular idea and topic of conversations, and the buzz went beyond teenagers. 70,000 received codes from over Thailand within 4 weeks of launch. Sales increased over 2 % compared to last year. And because our promotion was seen across multiple channels in a fun, desexualized manner, Thai culture is no longer incompatible with expressions of love amongst teens.

Explain why the method of promotion was most relevant to the product or service