Results and Effectiveness

•A Record breaking 43,000+ Auditions (Videos, Scripts, Portfolios & Songs). -22,920 Images -17,061 scripts -3,031 music entries •114,324 fans of Facebook •98,801 registrations on the website •1.6 million Pageviews •4.52 minutes : average time spent on the website •Luv Reels first movie open with a TVR 1.3 on MTV •Cornetto grew 21.5% by Value & 30% by Volume •795,000+ Third Party articles/PR postings on ‘Cornetto Luv Reels’ •MP3 Downloads of the songs & Movies on www.thePiratebay.org •All in 2 months: 18th April – 13th June.

Creative Execution

•The unique platform of “Luv Reels” – the first ever crowd sourced movie series in India was created in association with MTV. •Digital media was used to source the Content (script & songs) and the Cast. •Any teenager could log on to Cornetto website/facebook page or call the Cornetto hotline to upload his portfolio. •Thousands of users voted on this user generated content so collected . •Actors, Singers & Scripts selected basis audience-vote. •Movies were premiered on MTV. Not once, but several times based on popular demand. An integrated approach: •Digital: Rich media ads, EDMs, Online PR •Social: Auditions on Twitter and Facebook, Seeding and maintained blogs. http://www.facebook.com/#!/cornettoluvreels •TV: call for action promos as reminders •Mobile: Contextual ads on Affle 2.0, WAP networks •Direct Mailers to keep the momentum •Postcards & tent cards placed at 400 youth hangouts across Indian cities •On-ground auditions carried across top metros

Insights, Strategy and the Idea

Kwality Walls Cornetto from Unilever is a leading Ice Cream brand in India. Cornetto’s brand philosophy is “Ho Jaane De” which translated means “Make it happen”. Cornetto needed its teenage audience to experience its brand philosophy first hand. For this Cornetto needed a platform which would bring its teenage aspirations to life. The target audience was teenagers. Cornetto wanted to give them a chance for to reveal, revel & excel themselves. The life of Indian teenager revolves around 3 Ms: -Music -Movies – especially romantic movies! -Masti (Fun) In India this triple sundae is represented by Bollywood, the Indian film industry- A place where every budding Indian talent wants to be, given its glamour quotient. Cornetto then needed a way to bring its ordinary teenage audience seemingly impossible Bollywood(Indian Movies) aspirations to life, if they were to believe that a Cornetto can really make it happen!