| Title | CORNETTO SHAZAM |
| Brand | UNILEVER |
| Product / Service | CORNETTO ENIGMA |
| Category | A08. Best Use of Other Digital Platforms (Incl. Mobile Devices) |
| Entrant | MINDSHARE Sydney, AUSTRALIA |
| Entrant Company: | MINDSHARE Sydney, AUSTRALIA |
| Media Agency: | MINDSHARE Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Katie Rigg-Smith | Mindshare | Chief Strategy Officer |
| Soap | Digital Agency |
Aussie men engaged with the technology to reveal their softer side: • 1 in 5 Aussie men that had the software sent a message. We smashed our targets by achieving record sales! • The highest value sales (000s) on record for Cornetto in Grocery dating back to 2007. • A recorded 8.8m sales versus previous best quarter of 6.6 million in 2009. • Highest value share of multipacks on record in Aztec – once again dating back to 2007. • Out of Home: highest quarterly value share for Cornetto in over 2.5 years. • Impulse: highest quarterly volume share (units 000s) on record in Cones!
The TVC had the elements of a great ad, a catchy tune, stunning bikini-clad babe and a giant dancing teddy bear… If our insights had told us anything, it was still a one-way communication that wouldn’t allow us to engage our audience or truly enable them to reveal their softer side. 99% of the Australian population has a mobile phone near them when watching TV and it seems that texting has become a national past time. So we combined the two – an existing TVC asset with mobile technology. In an Australian first we partnered with SHAZAM, one of the largest mobile applications and converted the existing TVC so it now had a ‘call to action’ function within it. Once SHAZAMED, consumers were taken to a mobile site to type a personal message to someone they loved / lusted / liked and have this delivered by the Engima Bear via MMS.
To drive additional sales over summer and beat their biggest competitor, Cornetto had added a ‘softer centre’ to their ice-cream. Unsurprisingly the creative idea played to this with, ‘your soft side is irresistible, use it’. The key asset, a TVC with a giant teddy bear called Engima. Challenge, make this relevant and engaging to the world’s toughest audience: young Aussie men… Outward expressions of ‘soft’ go against macho Australian culture. Aussie men just don’t use their affections publically. But they do privately. Insight: rather than say it face to face, they’re more likely to hide behind technology to reveal their softer side. Therefore we couldn’t just run a TVC telling them to reveal their softer side, we need to help them via technology. Our idea was turn the TVC into an interactive campaign whereby Engima Bear could say all the things the target didn’t feel comfortable expressing face to face.