We painted the town RED! Cornetto enticed teens to enter the competition and try new ice creams. All messaging on-pack and POS, TV, OOH and digital was co-ordinated to direct teens back to an integrated campaign hub to find unique codes, tour information, vote on their favourite acts. The Ride to Fame winning acts had the night of their lives as they played on Taylor’s stage. Alongside was social media, seeded blogs, tweets from KOLs and artists in Sony’s network. We ensured integration with a branded site, Facebook page and editorial partnerships, driving more traffic back to the campaign hub.

More than 1,100 artists entered and teens generated over 340,000 votes for their favourite local acts. Cornetto Facebook fans tripled, which led to a 500% uplift in monthly engagements with over 1 billion campaign impressions to date and counting. Declining sales turned into a staggering +26% in Indonesia and over 8% across South East Asia, along with over 90M cones sold, and the Taylor Swift limited edition variant drove a 1/5th of total sales. With unprecedented support behind mobile and digital, thousands of teens in Cornetto and Taylor Swift co-branded merchandising, the cool was back!