MSS08. Small Budget Media Campaign

The Shortlist
CAMPAIGN
Cornetto- Say the Unsaid
AGENCY
Mindshare Mumbai
CLIENT
Unilever
BRAND
Cornetto Ice Cream
DETAILS
Cornetto’s brand proposition encourages special friends to “Show your love, Share a Cornetto”.
 
Cornetto the market leader in Ice Cream Cone Segment wanted to bring alive its brand proposition and drive engagement with these special friends to increase brand love.

Best friend, bestie these are many names people give to “Special Friendships”. Many a times, that special someone is more than just a special friend. But often we are hesitant to speak up & confess our affection. Confession of love to a “special friend” can often be an overwhelming experience. Added to this is the complexity of living in a digitally enabled world where face-to-face social interactions are minimal. Cornetto is a youthful and vibrant brand targeting millennials living in technology enabled world. According to MTV youth study, “this generation is hyper-active, hyper- connected, hyper-layered & hyper-current”. Positioned as the 'New Symbol of Love', we had to perform actions consistent with our ideology by adopting new ways of communicating our promise to connect with the millennials.

Love and dating is an important part of their life, however most of their interactions are on social media. This makes them often feel intimidated by the moment of realization when a friendship has progressed beyond being just platonic. The fear of rejection causes great hesitation often stopping them from ‘SHOWING THEIR LOVE’! Cornetto, through its communication or activations has often played the role of an enabler for such ‘special friends’. Cornetto targeted this awkward moment releasing a series of 14 short videos in association with terribly tiny tales showcasing life like chats between special friends overcoming their hesitation and encouraging others to follow suit.
CAMPAIGN
Take it Easy, FRESTEA Worth the Wait”
AGENCY
MediaCom Indonesia
CLIENT
Coca-Cola
BRAND
Frestea
DETAILS
Ramadan is an important period for Indonesians, being a majority muslim nation, it creates a festive ambience whenever it comes. A lot of advertisers are taking advantage of this short period to create their connection with Ramadan. However, FRESTEA as the RTD Tea brand from The Coca-Cola Company (TCCC) has never been associated closely with Ramadan. In 2017 TCCC wanted to start to create this connection between the 2 to tap on the increased consumption of sweet drinks during fasting period. The best time to introduce the brand is during the break-fasting time when the sun sets and everyone are allowed to eat and drink again after a full day of fasting. The problem is break-fasting time is highly cluttered with all other advertisers wanted to be in the daypart. FRESTEA never been in Ramadan before wanted to generate this connection with break-fasting time immediately. We are looking at non-traditional way to create the engagement taking into consideration higher costs that would impact the way we buy media specially TV.

So we decided to look into the platform where the rest of beverage players have minimum to no presence, which is digital media. Taking into account multi-screening habit of our TA we created a TV Sync execution to sabotage our closest competition activities in TV. We are looking to be the most preferred brand for break-fasting and increasing FRESTEA’s brand love score. With this strategy and execution we managed to garner positive results for our brand metrics and create almost perfect rate of Sync-up with our competitor’s campaign mainly from TV. These are all being achieved with small budget of $ 20K in comparisons of an approximate $100K or more if we were to do it on TV.
CAMPAIGN
Turning KFC into gamers' playground
AGENCY
Mindshare Shanghai
CLIENT
Yum China
BRAND
KFC
DETAILS
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