Direct > Use of Direct Marketing
TRUE LOVE EXISTS
TRIBAL DDB AMSTERDAM, Amstelveen / UNILEVER / 2010
Overview
Credits
Overview
BriefWithProjectedOutcomes
Key objectives were a) connect the classic Cornetto brand with a younger target audience and b) support sales in the different local markets in Europe. The challenges: how can we make the classic brand relevant for the audience of teenagers and how can we make that impact sales?
ClientBriefOrObjective
The European ice cream market is saturated, and Cornetto competes against both private labels and other A-level brands. Since 1976, Cornetto has been the iconic ice cream in Unilever's portfolio. But over the years the classic brand identity became a bit old-fashioned. The distinctive image of Cornetto decreased and the brand lost a connection with a younger target audience. Our objectives were to contemporise the Cornetto brand and activate the teen target market; to build a consistent brand image in Italy, Portugal and France; and to support local sales campaigns to reinforce Cornetto's positioning.
Effectiveness
The Cornetto campaign site received over 670,000 unique visits (34% above target). Over 685,000 lid codes were redeemed. 100,000 young lovers received a virtual love message from their (potential) date. The majority of these love messages were distributed via free MMS, which was only possible after buying a Cornetto and entering a unique lid code. This shows the sales promotion mechanism was very effective. Ice cream sales figures confirm this: set targets were surpassed by 40% to 150%, varying by country (Source: Unilever). Above all, Cornetto won a place in the heart of European teens and reclaimed its crown.
Relevancy
Digital channels sit at the centre of teenagers’ daily lives. They now use technology to connect, flirt and fall in love instead of dating face-to-face. Combining consumer insights with Cornetto's brand vision lead to our digital strategy: Cornetto is a simple gesture that eases the early moves in the journey of love. We created a virtual love messenger that helps teens express their feelings with an 'almost real' video that could be shared via mobile phone (MMS) or via the internet. By redeeming an on pack code, sending video by MMS was free.
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