The Campaign

Lot of our conversations happen over text. Often we mull over our thoughts and click ‘backspace’ on our feelings in doubt, we created a campaign targeting this doubt. With the audience visiting social media every four mins, 70% watching atleast one video online every day and WhatsApp being the No. 1 app used, we married these three by 1) partnering with ttt, a leading social media platform 2) to create disruptive and engaging video-content 3) having WhatsApp chats as the central theme. With Terribly-Tiny-Tales (World’s most celebrated micro-fiction platform) we created a NEW VIDEO FORMAT called BACKSPACE eliminating hesitation, fear & thus confess love. Short form Content consumption is on rise with youngsters & hence we came up with 1 min videos showcasing life-like chats between special friends, overcoming their inhibitions, doubts and confessing their feelings for that special someone. We brought the emotion of love alive between special friends.

Creative Execution

We released a series of 14 terribly-tiny-videos across social media platforms – Facebook, Instagram & Twitter beginning from Valentine’s-Day using the hashtag #ShowYourLove. While Facebook & Instagram with high traction to video content was used to seed the videos, micro-blogging platform Twiter was used to popularize #ShowYourLove and get the campaign to trend. These videos narrated various instances of expressing feelings through short relatable everyday chats establishing Cornetto as ENABLER between Special-Friends. While one video expressed #profound-Thoughts-on-love another video expressed the desire to #Stay-on-for-longer…. • 1 – #profound • 2 – #crave • 3 – #choose • 4 – #stay • 5 – #try •

The theme of Love never gets old and there is so-much to explore. Taking this thought to Backspace allowed exploring a new medium to tell stories & fortunately youngsters didnot hesitate to embrace campaign. The campaign registered an increase in spontaneous-awareness (by 180basispoints) and brand health scores - “Cornetto Helps you express love” Increased by 265BasisPoints “Cornetto is about Love & Friendship” Increased by 220BasisPoints It's amazing how something as simple as pause or smiley face can mean so-much. That feeling of looking down and smiling at phone while texting a crush is something that was recreated through this campaign.

Research (MTV Youth-Study) corroborated that millennials are OD’ing on Tech and ‘appi’fied’ 24x7. Mobile users have grown exponentially in India with unique mobile-subscribers at 805mn (Source: IAMAI & IMRB). This has changed their media-consumption behavior with chat-applications like whatsapp becoming most popular application formats on mobile. With audience’s attention span dropping by day and ad-avoidance increasing, engaging short-format content which youngsters could consume on-the-go is at all-time high. Best friend, buddy, bestie these are many names people give to “Special Friendships”. Many-times that special someone is more than just a special friend. But often we are hesitant to speak-up & confess our affection. Confessing Love has been an ardent task since generations. Cornetto targeted this hesitation & released series of 14 terribly-tiny-videos (or short-format snackable content of less than 1 min duration) showcasing life-like chats between special friends overcoming their hesitation, fear to confess love thus establishing Cornetto as Enabler.