[young marketers elite program] assignment 19.1 - phương vi_hoàng thạch
TRANSCRIPT
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