Cornetto: Unicornetto: Creating Magic with Data

 

Campaign Summary

Cornetto was losing traction with its primary demographic in Indonesia, so it launched the Unicornetto to regain interest in the region. The new product launch was supported by the creation of a short film that was tailored to meet the individual interests of consumers.

Strategy

Objective and Context:

The ice cream brand Cornetto was experiencing a decline in sales among its teenage target audience, so it created the Unicornetto to reignite interest in its products among Indonesian teenagers.

Target Audience:

The target audience was university students ages 18 to 22.

Creative Strategy:

To introduce Unicornetto, the brand produced a six-minute film called 90 Days of Hiding Your Feelings, in which two students realize their attraction to each other after sharing a Unicornetto. However, the film was created using 47 different twists so that the story leading up to the sharing of the Unicornetto changed every time. Consumers were fed different versions of the story, depending on their interests.

Execution

Overall Campaign Execution:

Every iteration of the film was tailored to match the expectations of different audiences. Using Jivox technology, Cornetto developed 14 mini-stories to spark interest and drive teens to the Cornetto site so they could watch the full film. It also allowed Cornetto to connect with Indonesian teens by serving up content that was unique and relevant to them. Wootag technology allowed Cornetto to determine how far into the video someone watched.

Mobile Execution:

The campaign was focused on online video and dynamic targeting technology, with 100 percent of the budget allocated to mobile.

Results (including context, evaluation, and market impact)

Cornetto saw a video completion rate of 85 percent (the industry benchmark is 70 percent) and searches for Cornetto increased by 121 percent. Purchase intent also increased for Cornetto.


Categories: | Industries: | Objectives: Innovation, Mobile Video | Awards: X Finalist