OF SOCIAL, TRADITIONAL PR, ON-GROUND ACTIVATION & OTHER

PLATFORMS

Hoang Thach – Phuong Vi

CASE STUDY

Brand’s Background

Cornetto is a branded frozen dessert cone manufactured by Unilever. It’s often considered as one of the most iconic ice cream in the world. In Vietnam, its image has been sticked to LOVE of youngster.

In 2014, Cornetto launched a new version with flavor of Raspberry and Red color. So Unilever run a campaign with Taylor Swift – a singer famous with love songs and her newest album named RED.

Target consumer

• Youngsters in HCMC who are fan of Taylor Swift

• 15 – 25 Y.O, both male & female• Mostly students from high school to

university• Insight: “I love Taylor Swift. Also, I love all

things related to her. It would be amazing to be at her concert BUT it’s really hard for me to get a ticket.”

• Behavior of buying stuff like ice-cream: Prefer convenience stores near schools/houses rather than markets or traditional groceries

Campaign Big Idea

Red Tour

Raspberry

If there’s one thing that could compete for Taylor Swift’s

love, it’s ice cream. So how about a combination of two?

Key Message

Buy & enjoy the limited edition of Cornetto Raspberry Ice Cream to have a chance to win

tickets to RED Tour of Taylor Swift.

Execution IdeaOn

ground

Traditional PR

Social

Hunt for Taylor’s gifts and tickets to the

Red Tour Concert by buying and enjoying

Red Strawberry Cornetto Ice cream

Creating the physical space, covered with Red color to call

fans to action (buy Red Strawberry Cornetto Ice cream)

Information platform to talk about Limited campaign ONLY

for Vietnamese fan to have a chance to meet Taylor Swift.

The interactive platform to hunt and celebrate for winning the

tickets to the RED Tour

Execution IdeaOn

groundCreate a physical space covered with RED color to encourage fans to buy Raspberry Ice cream to get the exclusive gifts & the ticket

The RED storm at convenience stores

Special offline for Taylor Swift’s fan

Execution IdeaTraditional PR

Publish articles on online news site of youngster about the chance of winning tour’s tickets by buying ice creamKey message: Cornetto brings special chances ONLY for Vietnamese fan to meet Taylor Swift

Execution Idea

Social The platform to compete to hunt for the tickets. It’s also the interaction space for the fan and the place to show their prizes.

Hunting gifts countdown

Red Tour Updating

Winners announcement

Taylor Swift fan zone

Comments

+ Great idea to link Taylor Swift to the ice cream (the similarity of RED color)

+ Create a storm for fan to consume products and engage in the campaign

- The following up of the campaign is not so strong.- The brand role is not highlighted clearly- Functional benefit - the flavor of Cornetto Raspberry Ice

Cream has not been highlighted