The Brief

Across South East Asia, Teens have long been enjoying Cornetto; however with new players entering the category Cornetto had lost its “cool” and year-on-year sales were declining. Cornetto needed to regain the hearts and mouths of this important audience. Enter Cornetto RED. Executed through 3 core ingredients; 1. Taylor Swift's RED tour to excite them 2. Cornetto Ride to Fame, an online & on-Ground talent competition where teens were the stars and judges selecting opening acts. 3. Launch of limited Edition Cornettos plus the largest ever on-pack promotion, where every Cornetto featured the RED tour providing a chance to win.

Describe how the promotion developed from concept to implementation

Cornetto RED kicked off with a personal message from Taylor, inviting teens to get involved through the RIDE TO FAME competition. Campaign drove submissions online; selected acts invited to play live across the Cornetto Ride To Fame stages. Millions of Taylor Swift-branded Cornettos released, tempting teens to trial. Each Cornetto key to connect with the digitally-integrated promotion, giving a chance to win tickets, choose opening act & even meet Taylor Swift herself. Engagement was easy; entrant submissions, voting, viewing, sharing, and prize redemptions, all possible on mobile. Immersive content/conversations through regional/local partnerships linked to Cornetto’s owned channels at every touch-point.

Describe the success of the promotion with both client and consumer including some quantifiable results

Cornetto regained its “cool”, reconnected with teens and turned declining sales into growth; a staggering +26% in Indonesia and +8% across South East Asia. Over 90M Cornettos sold - Taylor Swift limited edition variant driving 1/5th total sales. +1,000 artists generated collective content, entering the competition, and +340,000 votes. Cornetto was the talk of the town; 400’000 new Facebook fans tripling monthly unique reach, a 500% uplift in monthly engagements; with +917 million campaign impressions to date and counting. Cornetto had won back the hearts (and mouths) of these consumers - a connection that would last well beyond the music.

Explain why the method of promotion was most relevant to the product or service

Music is the most potent passion point for this audience, and Cornetto served teens the ride of their life by creating a campaign with music and engagement at it’s heart - centered around bringing Taylor Swift’s RED tour to Asia for the very first time. Teens came along to enjoy the music and sampled the new Cornetto’s with their friends. They spread the word by engaging; checking in, voting, supporting their favorite artists and redeem the unique codes from their Cornetto’s to instantly win Taylor swift prizes.