|Title||THE MUSICAL CONES|
|Product / Service||KWALITY WALLS CORNETTO|
|Category||B02. Live Shows / Concerts / Festivals|
|Entrant||MINDSHARE Mumbai, INDIA|
|Media||MINDSHARE Mumbai, INDIA|
|Idea Creation||MINDSHARE Mumbai, INDIA|
|PR||MINDSHARE Mumbai, INDIA|
|Nilanjan Bhattacharya||ABP Group Pvt Ltd||Communications Manager|
Sweets & Music are the biggest passion points for every Bengali youngster. One of the most popular form of expression of love for these young couples are Songs! This posed a perfect context for Cornetto to engage with youngsters to ‘Show their Love, by sharing a Cornetto’. We transformed regular Cornetto cones to ‘Interactive Musical Ice-cream Cones’ offering couples 200 ways to ‘Show their love’ through the “Cornetto Songs Hungama” program. Each cone carried a unique code. One had to buy a Cornetto, use the code on the Hungama app and get 200 Song downloads to share with their loved one! Furthermore, during Durga-Puja youngsters are always on-the-move with festivity on the streets! Hence we devised numerous out-of-home occasions for these young couples to ‘show their love by sharing a cornetto’ over 3 weeks of festivities. The Cornetto Musical Cone served as our lead media channel.
On Launch day, the “Musical Cones” arrived in Musical van with wi-fi connectivity enabling youngsters to buy a cone & share the song. ‘Flash-Mobs’ travelled in musical van enticing the public to take part in the promotion across 35 youth hangouts across 7 days with song and dance. Durga Puja is synonymous with visiting Pandals. A Pandal, is temporary but highly decorated shrine erected on streets. At Pandals, one pays obeisance to Goddess Durga and participates in the cultural activities. Pandals are like ‘Fairs’ where one can shop, eat and enjoy ones selves. A ‘Selfie with the van’ contest asked couples to upload their pictures and 20 lucky winners got a chance to do pujo parikrama in the musical van. At 21 Pandals, Cornetto lounges with wi-fi connectivity were created to drive engagement. Over 3 weeks, extensive integrated media campaign across television, print, radio & digital brought to life
The campaign reached 5 Million, inspiring them to Show their love by sharing a Cornetto! 1.6 million Musical Cones were sold! More than 32 Million Songs downloaded and shared! Activity garnered 60% additional sales compared to previous years! Increase in brand scores on attribute – “Help you express love to others” by 1200 BPS Increase in brand scores on attribute – “Cornetto is about love and friendship” by 400 BPS Increase in brand scores on attribute – “Cornetto surprises & excite you” by 900 BPS Increase in brand scores on attribute – “Makes you Feel Special” by 500 BPS Earned media garnered worth more than 1 million. Source: Millward Brown, Client Internal Sales Data
Cornetto the market leader in cone segment wanted to bring alive its brand proposition “Show your love, Share a Cornetto” and drive fresh engagement with young couples in Kolkata (India) during Durga Pujo. One of the most popular form of expression of love for these young couples are Songs! Using this insight we tied up with Hungama Music app enabling each customer of Cornetto to get 200 songs free on buying a Cornetto. An extensive integrated media campaign across TV, Print, Radio & Digital brought to life the Musical cones to ensure we reach and engage maximum number of youngsters.
Cornetto’s communication targets the young, fearless, romantics who live life to the fullest. They like to be independent and have a relatively easy approach to life. They always look out for new information and are always things happening around them. They are tech-savvy and mobile is their companion to keep them in touch with their friends. Their entertainment revolves around Music and Movies. However, when it comes to having a special friend with them, they love to talk, share, and have fun with that someone special. Their idea of relationship is not serious, it is always fun, cool, and a little bit of ‘nonsense’. During Durga-Puja youngsters are always on-the-move with festivity on the streets! Hence we devised numerous out-of-home occasions for these young couples to ‘show their love by sharing a cornetto’ over 3 weeks of festivities and amplified using mass media.