In Turkey, online video is the most preferred kind of branded entertainment content by the brands. By differentiating from the other brands, Cornetto built its campaign around branded music content with the insight that for teenagers music is the best way to express their love.

Turkish Radio and Television Supreme Council states that:

• Any branded content should be broadcasted with clear remarks stating that the content is branded or advertisement and the content should be clearly different than the other elements of the program.

• TV stations can only use 12 minutes (in an hour) of advertisement + 3 minutes (in an hour) of scenario integrations and trailers.

• If a program is sponsored by a brand, the name of the brand can only be mentioned in the beginning and the end (and also in the beginning and the end of ad breaks within the program) with appropriate clauses.

The content was 4 heartwarming short films and a soundtrack, composed by famous Turkish singer with inspiration of one of the short films.

The campaign was launched with an integrated media plan including TV, digital, radio and cinema. First, we created curiosity by airing trailer on Istanbul Film Festival and teasing the song on social media by announcing that the song would be on air on all radio channels at the same time. Then, we dominated digital and music channels on TV with music video. There was an ever growing WOM that for every paid view, 5 organic views were generated.

The results of the campaign are as follows:

• The short films and Cornetto song reached to more than 40 million views. (80% organic)

• Music video of cornetto song became the 5th viral branded video of the world on Mashable’s list in 2013.

http://mashable.com/2013/11/21/these-are-the-most-shared-ads-of-2013/#gallery/the-most-shared-ads-of-2013/528ddb75b589e4534e001b1e

• Article about Cornetto’s campaign and results published on Adweek’s website.

http://www.adweek.com/adfreak/romantic-ice-cream-ad-got-26-million-views-without-you-noticing-153998

• The song sold on digital music platforms like iTunes and the project became self-funding.

• 'Cornetto helps me to express my love' kpi increased from 32% to 47% by 15 points. (Milward Brown, 2013)

• Brand equity of Cornetto increased by 9 points in Q3 2013 compared to last year.

• Unaided brand recall of Cornetto increased by 11 points. (Milward Brown, 2013)

• Our new slogan 'Enjoy the ride love the ending' recalled by 50% of our target group. (Omnibus, 2013)

• Facebook fan number of Cornetto increased by 30% whereas Twitter followers increased by 60% compared to 2012.

• The most shared branded music video.

http://www.unrulymedia.com/unruly-video-sharing-awards