Creative Execution

We created a series of 4 online webisodes featuring the romance between two ghosts, Po& Lang, with Cornetto placed in the story. Taking the theme of ghosts head on, we got a bit naughty! For the first time ever, we had all ghost characters from our stories calling Malaysian youth and haunting them on their phones! This took place via a banner ad that created an impression of a ghost, allowing users to record a voice over that called their friends’ phones in a petrifying prank. People who answered the ghoulish call were then taken to Po & Lang webisodes.

While the ghost stories scared us, the campaign was amazing: The banner became an instant hit among the young folks! They started prank-calling each other and sharing about the horrifying or hilarious calls they got from their friends. The “ghostly” banner ads had a CTR of 8% against the industry average of 1.5%; Webisode # 3 – featured in the top 10 videos from YouTube for that month; Across all videos, we reached a total of 956,000 views; Sales increased by 21% during the campaign period vs last year. And most importantly, based on the comments online on the videos, the young folks loved it! It proved that making people scared is a GREAT plan!

In snacking, being generic and local has become the ‘in’ thing. Consumer trends show that the youth in Malaysia are moving towards normal (dare we say boring?) local snacks. Now that is scary for an international brand like Cornetto. As the world’s best known GLOBAL ice cream brand, Cornetto lacked a local connection. How could we make this global brand not only local, but supernaturally local? Well, what better idea than to associate the brand with ghost characters and stories that locals absolutely love! Ghost stories are highly popular among the Malaysian kids. They grow up with ghost movies, fiction, and other ghost related content. However Cornetto had always been centred around the concept of love. So what did we do? Combine the two to create a love story between two ghosts!