Brand owner: Unilever
Lead agency: Mindshare Indonesia
Contributing agencies: Jivox, Wootag
Media channels: Online video, Programmatic display, Social media
Budget: UP to 500k
Ice-cream and teens are a great fit but getting the attention of this restless, elusive generation is one of the most arduous tasks. And when this important demographic in Indonesia is the primary target for so many categories and brands, getting them to pay attention to your content becomes even more difficult.
This was the key challenge faced by Cornetto when it decided to launch its new variant UniCornetto in December 2018. Cornetto had always sharply focused its communication on teens, with its global brand purpose of 'encourage the love-struck to show their feelings'. Riding on the back of this brand purpose, the new variant launch was accompanied with a six-minute video themed '90 days of a relationship' that told a story of a budding romance between a young love-struck couple. The objective of this content was to drive engagement and, thus, create excitement and trial for the new launch.