The Campaign

TV entertainment shows and TV drama still form the majority of content in China. With TV Drama accounting for 50% of TV viewership and 53% time viewing on Digital Video channels. The past three years has seen the State Administration of Radio, Film and Television (SARFT) introduce regulations that has dramatically reduced the quality and quantity of prime time advertising inventory: Oct 2011: Decreasing the number of programs broadcast between 1930-2200pm across 50 provincial satellite channels. Oct 2012: Cutting in program ad breaks during between 19.30 – 22.00pm. Oct 2013: Stations only allowed one music reality program. The end result is Chinese TV audiences are down 25% over 5 years, people watch more TV shows than ever, but are watching them on digital devices. In some cities, video is bigger than TV, for instance, WuHan is TV about 60% vs. video 75% and SuZhou is TV 55% vs. video 69%. This has also led to of a dramatic increase in branded content opportunities, however with constraints on number of programs this has driven a rise in the cost of branded content sponsorship on TV, pushing brands to explore online content as an effective way of reaching and engaging their audience.

Results

Love is complicated for the 90’s single child generation. Academic, family, societal pressures all conspire to deny teens the opportunity to explore young love. Because of this they often stumble when it comes to expressing love. This is the age when love is in the air and celebrities, video dramas and their social apps on their Mobile are their key source of inspiration and expression. The struggles of young love combined with our audience’s embrace of mobile presented fresh opportunities for Cornetto to build on its 'Dive Into Love' online content platform. Increasing the brands engagement with teens building on its market leadership in China. Using mobile to not just extend the reach of the 2014 campaign but also engage teens using mobile branded assets that inspired them to express their love through mobile social channels. Cornneto created three 3 online films starring top Chinese celebrities, Kai Ko, Bolin Chen, Ariel Lin in the story of a modern day love triangle inspired by the idea of “If you had only 8 seconds left before the end of the world, how would you express your love?” The campaign was designed to inspire Chinese teens to be brave and express their love on May 20th, China’s Love Day. The films integrated with the Vine of China - Tencent's Weishi 8 second video app functionality that allows users to create and share 8 second videos with friends. Weishi innovation is first of it's kind with a brand in China. With shorter attention spans on their Mobile devices, the 8 second video app was a perfect fit. Cornetto creating 26 Weishi video invitations from the films cast encouraging teens to videos create their own 8 second expression of love.

Using mobile social technology as a catalyst, Cornetto created 3 online films starring top Chinese celebrities in the story of modern day love triangle inspired by the idea of “If you had only 8 seconds left before the end of the world, how would you express your love?” The 8 seconds idea matches Weixin (China’s leading mobile social app) new Weishi functionality where users can send / post short 8 second videos to the platform. Using films “Last 8 second” theme Cornetto seamlessly integrated shared branded assets and invitations for consumers to post their own 8 second proclamation of love.

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