Insight
To turn this classic brand around it needed to regain the love of teens, one of the most fickle and demanding audiences with fast-shifting loyalties. Cornetto needed to get its cool factor back and really deliver excitement to keep itself top of mind and achieve its objective of getting more teens to eat more Cornetto.
Music was identified as teen’s most potent passion point and best route to re-connect with them. As this also meant dealing with some of the most advanced mobile and digital users in the world Mindshare knew it needed a headline grabbing activation putting these platforms at the heart of the strategy, to be able to cut through.
Strategy
Enter Cornetto RED - a partnership that brought teen favourite Taylor Swift - to the region for the very first time. Also launching RIDE TO FAME, a competition where teens entered and selected the act to open on Taylor’s stage and in front of her fans. The Ride to Fame leveraged Taylor Swift’s 2014 Red Tour across product innovation, traditional and new media through to activation. Thus providing Cornetto with a platform that strongly resonated with its target, brought the positioning alive and deepened the credibility of the brand.
Cornetto's Ride To Fame, a three pronged campaign aimed at winning back the hearts and mouths of teens by bringing to life the brands positioning 'Enjoy The Ride, Love the Ending' by making Enjoy more Cornetto synonymous with getting Closer To Your Favourite Artist. This amazing ride was served using three core ingredients;
1. A Global superstar tour in Taylor Swift to excite and capture them.
2. Online & On-Ground talent competition giving teens the chance to win and choose the opening act to engage them.
3. Cornetto’s biggest ever on pack promotion to entice and reward them.
Throughout the Ride Mindshare put the power in their hands making engagement easy at every step by a simple click on a button, from entrant submission, voting, viewing, sharing, and prize redemptions everything was at their fingertips and the power with them in the palm of their hands.
Execution
Through seamless digital and mobile integrations the agency provided as a consistent experience for Cornetto teens, making it easy to engage at every touch-point. Following a message from Taylor, launching the tour and inviting teens to get involved, Cornetto painted the town red with consistent messages, all featuring Taylor and the RED tours impactful red stripes, as the brand invited teens to enter the Ride to Fame competition and trial the new Cornetto RED.
All messages, from on-pack and POS through to TV, OOH and digital channels directed teens back to the same integrated campaign hub. Here teens could redeem their unique codes, find tour information, enter, watch, view and vote on the favourite acts.
Throughout there was ongoing, always on social media, seeded blogs, tweets from KOLs and artists in Sony’s network. Mindshare also ensured accessibility; however and wherever teens wanted to engage this was integrated to a Cornetto site, Facebook page and even accessible on mobile.
Editorial partnership with regional and local sites amplified the entire programme, drawing readers with news of Taylor and pushing the Cornetto promo and contest to divert more traffic back to the campaign hub. The Ride to Fame winning acts all had the night of their lives as they played on Taylor Swift’s stage, before her and her fans at her region-wide sell out Red tour. Thanks to Cornetto, all teens from aspiring acts to avid music lovers enjoyed the Ride and Loved the Ending.
Results
Cornetto regained its “cool”, reconnecting with teens through their passion of music. Over 90 million Cornettos Sold - the Taylor Swift limited edition variant driving 20% of total sales. Sales increased by 8% across the region – 26% in Indonesia alone.
Facebook Fans tripled. Over one billion campaign impressions valued at over $4m. With five amazing Live events where the contest winners opened each of the concerts before Taylor Swift delivered the last of her Red Tour performances.
More than 1,100 artists entered Ride to Fame, generating over 340,000 votes. Cornetto had won back the hearts (and mouths) of these consumers, by speaking to them on the platforms they love.