The Campaign

Our strategy revolved around making Cornetto, the ‘magnet’ that draws people together. It is the means to the end. The end being a wonderful relationship. It implies that plastic hearts and friendship bands are symbols of the past. Cornetto is the present, the symbol of love With this powerful idea in place Cornetto leveraged on Music, Movies and Romance - the biggest tent-pole in culture Valentine’s Day, weaving the brand strategically into these entertainment/ lifestyle genres and making for a distinct and effective strategy. 360 media campaigns were devised to bring alive each of these with one lead medium. Media Innovations: • First ever User generated ad was devised inspiring couples to show their love by sharing Cornetto • Partnering with PVR and Introduced Cornetto Corner seat couple. • First Ever Live Relay of an on-ground activity on 70mm screen! • First Ever an interactive Musical ice cream cone

Creative Execution

In Kolkata, we leveraged the biggest tent-pole Durga Puja, through the “Cornetto Songs Hungama” program. We transformed regular Cornetto cones to ‘Interactive Musical Ice-cream Cones’ offering couples 200 ways to ‘Show their love.’ Musical Vans, Flash Mobs in colleges and Selfie Contest drove participation. At every stage, the on-ground event was re purposed on Print andDigital The same model was repeated at Mithibai College in Mumbai. In PVRs, for each show we designated 2 seats as the “Cornetto Corner”. Couples who booked these seats their expression of love was captured on camera and aired LIVE on the big screen for the whole auditorium to see! On Valentines’ Day, user generated photographs of 5 couples were put up as press ad celebrating real love in the city. Through Terribly Tiny Tales we selected 100 of the best love stories which imbibed the Cornetto message and published across social media & CornettoPack!

Campaign reached 5 Million youngsters! Cornetto gross sales value grew by 16% over previous year! Spontaneous awareness increased by 700 BPS vs 200 BPS target! Increase in brand scores on attribute – “Use nowadays by 560 BPS ” “Better quality than other brands” by 300 BPS “Helps you express love to others” by 1200 BPS & “Cornetto surprises & excites you” by 500 BPS “Makes you feel special” by 450 BPS With an investment of USD 7,000/- the Return on Investment was (x)8.5 times!

Traditionally, the ice-cream segment advertises during the summer months because sales are at peak. Although ice cream is eaten throughout the year. Cornetto believed that it needed to maximize their ‘weeks in media’ because saliency (familiarity) drives favorability and sales. This way it would rise above the competition clutter But Traditional Rules of communication have changed. Interruption has given way to engagement. The Millennials are experience junkies. They only participate in conversations that have a direct impact on their lives. They are plugged in 24X7, OD’ing on Tech and Appi’fied. Hence, Constantly on the move, pinning them down is difficult.

Insights, Strategy and the Idea

Our strategy revolved around making Cornetto, the ‘magnet’ that draws people together. It is the means to the end. The end being a wonderful relationship. It implies that plastic hearts and friendship bands are symbols of the past. Cornetto is the present, the symbol of love With this powerful idea in place Cornetto leveraged on Music, Movies and Romance - the biggest tent-pole in culture Valentine’s Day, weaving the brand strategically into these entertainment/ lifestyle genres and making for a distinct and effective strategy. 360 media campaigns were devised to bring alive each of these with one lead medium. in order to increase the youth interaction a study was done which showed that millennials our target audience who are young fearless romantics who live life to fullest and are open about their relationships and are experience junkies, they willingly participate in conversation that have a direct impact on their lives.