Describe the creative idea

'90 Hari Memendam Rasa' is a six-minute romantic comedy made using a data-led approach to launch UniCornetto, an ice-cream product, in Indonesia. Aimed at the 13- to 21-year-old demographic, the short film revolves around a budding college relationship that was directed by Indonesian filmmaker Jason Iskandar. The plot was guided by Viddsee's audience insights into the demographic's viewing habits in relation to content themes and genres. We also leverage Unilever's People Data Center to understand their target customer better in designing specific 14 ‘Love Moments’ targeted for the consumer behaviours, and identified where and when teenagers realise their crush, and recommended opportunities in which the ice-cream could represent a light and fun way to share a romantic moment.

Describe the execution

Using data from People Data Centre, Viddsee and Unilever identified 14 authentic key 'love moments' that happen in a teenager's romantic experience. And leveraging on Viddsee's network of filmmakers, audience insights into their preferred thematic genres, we developed a rom-com built around these moments. The film was directed by Jason Iskandar, an Indonesian filmmaker who was identified as the ideal director given his works' popularity on the short film platform Viddsee. The film was divided into 19 content assets, which were then fitted into a three-part narrative structure -- an introduction of the male or female lead, a romantic moment, and conclusion in which the product was featured. The assets were then dynamically selected and arranged into a romcom short film by Jivox, an AI-led dynamic creative management and serving platform. This resulted in 50 iterations of the same story that were customised according to a person's interests, gender, location, age, and time of day, among other factors. The ice-cream brand was represented as a light-hearted way of sharing a romantic moment, guided by the brand’s global campaign tagline ‘Don’t Try Too Hard'. To market the film, Jivox created multiple 6-second and 20-second video clips that were then micro-targeted to the relevant audience segment and distributed across digital channels including Facebook and Instagram, with a link to watch the full video, and a call to action which drives consumers to purchase product at the stores. The film's tone, look, and design choices were guided by the product's colour palette, and carried a light and breezy romantic tone, which the target demographic relates to. The campaign was executed from December 2018 to January 2019.