Creative Execution

The three 3 online films were about 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 films integrated with the Vine of China - Tencent's Weishi 8 in a first of it's kind integration in China. Cornetto creating 26 Weishi video invitations from the films cast encouraging teens to videos create their own 8 second expression of love and be brave enough to express their love on May 20th, China's Love Day.

The online films generated over 250 million video views across online, mobile and social channels. Cornetto’s own “Last 8 second” Weishi videos inspired our audience to over 70,000 consumer generate love proclamations being viewed over 9 million times on Cornetto’s Weishi page. Additional branded assets, including watermarks, music, heart designs to add to their 8 second films and share in their social feeds. With over 6.5 million branded assets downloaded, Cornetto extended its reach to 10s of millions of teens through earned / shared content.

Over the past 4 years, Cornetto has more than doubled its business to become market leader. Much of the brand’s success stems online digital content franchise “Dive Into Love” started in 2011 and continuing every year. 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. Cornetto 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?” Using our audience’s mobile led life 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.