THE RETURN FROM THE EVENT

Wall’s Cornetto ice-cream is the market leader in the impulse, cone ice-cream segment of

the market. Innovations are introduced on a yearly basis, each time coupled with thematic

and tactical activation to support the new variant launch. With the objective to launch of 2

variant flavours, Sweetheart Brownies and Almond Praline Love, and gain a 15% increase in

sales over the next 6 month ,Cornetto has always positioned itself as the ‘conduit for love’ , a

social lubricant to enhance the bonding experience between opposite genders.

Cornetto launch a Cornetto Love Spark campaign by combining two different genders, a

rising and beautiful singer from Indonesia and Malaysian heartthrob. They choose a rising

start from Indonesia Gita Gutawa and Dafi from Malaysia recorded an exclusive love duet

which leads to a fully integrated campaign including an SMS contest, an online forum and a

radio singing competition, culminating in a live concert with artists and consumers.

With the tagline “When you plus me, two become one” in their campaign poster, it cause a

new sensation in the marketing advertisement in Indonesia and Malaysia, especially. With all

mediums worked in perfect synergy resulting in Cornetto’s sales growth of 25% in just one

month during the YTD Mac/April 2008 surpassing past 10 years’ records. In just three

weeks, a remarkable 6579 participants called in versus around more 3000 participant for

station’s own radio contests.

With overwhelming participation and requests for Cornetto’s theme song, it stayed on the

charts for a record-breaking 18 weeks. Newly-appointed brand ambassadors, Indonesian

singer Gita Gutawa and local heartthrob Dafi brought the fresh love-song to life .The

Cornetto Love Sparks theme song “Dua Hati Menjadi Satu” reached the top 3 on Hot.fm

Carta 30 (Top 30) for 4 weeks and stayed on the charts for a total of 18 weeks. On the other

hand, “Dua Hati Menjadi Satu” had been on Carta Era (Era Hit List) for 9 weeks in total as

well as having hit the no. 1 spot on Era’s Indonesian chart show, called Ngetop@Era.

The news frenzy generated massive PR value worth over RM3.5 million. It is due to the

uniqueness of this Indo-Mal music collaboration and partly to the allusion of a possible 'love

story' blossoming between the 2 young artistes, the campaign received over 50 great,

influential and memorable stories over 5 months in mainstream newspapers, lifestyle

magazines, entertainment magazines, television and online media. News coverage received

hit total circulation rate of 5,147,670 with an estimated reach of approximately 15 million

readers .During the finale concert more than 3,500 crowds swarmed the many road shows

and it hit Walls target to achieve the greater campaign competiting with their competitor such

as Nestle. Result from this campaign, the Cornetto’s brand ambassadors were offered

several endorsement deals following the Cornetto Love Sparks campaign.

The result of the vote from one of the website http://my.toluna.com/polls/1947397/Apakah-

jenis-jenis-brand-krim-yang-anda-paling.htm , consist of 11,606 voter , show that Wall achieve

their target and become one of the leader in the ice-cream brand in Malaysia.

Nestle

Wall

King's

Breyer'

s

Tutti Fr

utti

Haage

n-Dazs

Baskin Robbins

Other

16.67%

38.46%

6.41%

1.28%

7.69% 8.97%

15.38%

5.13%

Favourite Ice-cream

THE CREATIVE STYLE AND STRATEGIES

By the very nature of advertising and the process that goes into message development,

there are innumerable ways to devise the creative advertisement. From the above

advertisement of Cornetto Love Spark campaign that being conduct and arrange by the

agency MINDSHARE MALAYSIA in Kuala Lumpur, it show a lot of emotional creative style

in this campaign. Emotional creative style is one of the creative style in symbolic or

experiential orientation. It shows the image of romance, joy, happiness and excitement in

their advertisement campaign.

The tagline ‘Two become one’ was the manifestation of the product itself, two flavours in

one ice cream cone (Sweetheart Brownies variant is made from Butter Vanilla + Butter

Chocolate Hazelnut ice cream and the Almond Praline Love variant is made from Caramel +

Chocolate ice cream).

Music also part of the important component of the advertising landscape. Music also can be

interpreted as an expression of love. It is effectively communicating the essence of the brand

while engaging and resonating with consumers. It formed the affinity conduit between Wall’s

Cornetto and the youth, providing as a platform to bring people together. The concept was

then given even more traction by getting talents from both Indonesia and Malaysia to

collaborate in producing a hit song that would help generate buzz as well as create goodwill

between the people from both countries.To seamlessly blend the brand’s essence of ‘conduit

for love’ with the concept of ‘Two Become One’, the team created a campaign creatively

expressed as “Cornetto Love Sparks”.

The concept was brought to life through a theme song “Dua Hati Menjadi Satu (Two Hearts

Become One)” performed by Dafi of Malaysia and Gita Gutawa of Indonesia. They became

Cornetto’s brand ambassadors and played an active role in a 2-phase holistic campaign.

A conscious effort was made to focus on a campaign that would target the mass Malay

youth segment aged between 15-25 years, as they remained the staunch supporters for

Cornetto.In order to understand them even better, an extensive qualitative study was

conducted. One the very dominant behaviour, it was proven that what was emerged were

their affinity with Indonesian movies, music, artistes and even fashion. The singers and

actors were idolized and their songs are placed on repeats whole day long. It became really

cool to be mimicking what they did and how they conducted themselves, from dressing to

choice of food and beverages. Based on this insight, the client and agency collaboratively

unveiled the nexus for this regional campaign - ‘Two Become One’.

Various strategy being made to achieve this campaign starting from the collaboration of both

ambassador , the attractive advertising, the campaign throughout Malaysia either by the

road show, website, radio contest, SMS contest and finally the finale of the campaign , the

concert that consist of their ambassador and another artist. The tagline”Two Become One’

stays true to Cornetto’s essence as the ‘conduit for love’ .