| Title | DIVE INTO LOVE 2013 |
| Brand | UNILEVER |
| Product / Service | CORNETTO ICE CREAM |
| Category | A07. Best Use of Digital Media |
| Entrant | PHD Shanghai, CHINA |
| Advertising Agency | MINIMAX ORIGINAL Taipei, CHINESE TAIPEI |
| Media Agency | PHD Shanghai, CHINA |
| Entrant Company | PHD Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Brian Tseng | Phd China | Digital Planning Manager |
| Neil Lu | Phd China | Digital Planning Director |
| Andrew Chien | Minimax Original | Creative Director |
| Fiona Zhang | Unilever China | Wall's Brand Building Asst Mgr |
| Julie Wen | Unilever China | Wall's Brand Building Asst Mgr |
| Jeanie Hu | Unilever China | Wall's Brand Building Manager |
| Jenny Yu | Unilever China | Wall's Brand Building Director |
Through matching our audiences media behavior with a deep insight into their love challenges, Cornetto’s Love Tense branded content not only reached our audience, but also got them directly involved in the content. 1. Reach: - 298 million movie views & highest views volume on Youku - 35 million MV views - 34 million music plays - 100+ sites adding the films and music video 2. Engagement: 7.8 million song downloads Tripled the brand’s organic search volume vs 2012 3.7 million posts on Sina Weib (China’s Twitter).
Using rich story telling and music, Cornneto used the branded content elements, smart digital media distribution strategy integrated with offline experiences to ensure China’s teens were all loved up over summer 2013. Leading video platforms, Youku, Tudou, Tencent, Sohu, Qiyi, Xunlei and PPTV showcased the films and music video. The song was made available on Music portals QQ Music and Baidu Music, and the song and video were added to KTVs across China. Owning China’s Love Day May 20, (5/20 in Chinese sounds like “I Love You") by hosting a 2 week festival on Youku. ,“Let Go Full Into Love” aggregated all love content and encouraging audience to express their love for someone. Dominating online, social and mobile channels via display, love topics and celebrity love social postings and using Google AdMob, owning 70% of national in app banners. Offline, using the films stars in events and integrated retail channels.
Love is complicated for China’s teens and young adults. The single child policy creates greater competition, with more men than women plus no older siblings guiding them in matters of the heart. As a brand built on love, every summer Cornetto seeks to bring romance to life while maintaining its market dominance. Along the way, helping people find a little love by not having to navigate the minefield of young love alone. Using our audience’s love of drama and preference for digital media, Cornetto leveraged integrated branded content to help teens navigate the different “tense” of love. The campaign included: Three Online Movies starring popular actors ChenBoLing and KeChenDong: Love in the present tense Love in the past tense (Unrequited Love) Love in the future tense (Express Your Love) An accompanying music video and theme song composed and sung by popular singer FuXinBo, (also appearing in the movies).