As the soft ice cream market is a snack category with excellent prospects in Austria, Eskimo wanted to establish a strong presence in this segment. Through Cornetto Soft a completely different product concept was offered to the Eskimo-consumers. The process involves a special dispenser and cooler, which was distributed at selected retailers across Austria. The special dispensing process produces each customer's ice cream right before their eyes and therefore creates a new ice cream experience. Communication goals included national awareness of the brand. Initiative Media was further challenged to find a way to communicate to the individual outlets. Another focus was to find ways to highlight the specific new concept and the specially creamy consistency of Cornetto Soft. Last but not least, Cornetto Soft had to be established as the "young people's" preferred Brand. As the base brand, Cornetto attracts older consumers, the target audience of Cornetto Soft was to be people aged 15-29. In short it was Initiative Media's task to introduce the Brand and its delicious products to Austria's youth, to educate them on where to find the product and to create a strong emotional tie from the young target to Cornetto Soft. Initiative Media's solution ensured multiple exposures through cross-media, with each element enhancing the other to provide brand impact, awareness and image to the youth audience. In addition to the integrated media mix of TV and internet, Initiative Media planned special strategic elements that went "beyond the buy" to give Cornetto Soft an extra emotional boost with the target audience. Namely the active sponsorship of and unique product placement on the highly popular, youth-oriented Austrian television program, Taxi Orange and the creation of an exciting website to engage the target audience. Taxi Orange, a reality-television program, transcended mere television viewing to create a cult-following centered in youth-lifestyle, music, and attitude. Associating Cornetto Soft very tightly with the program meant the brand was able to tap into that emotional draw of the show and become one of the defining elements of this trendy, youthful community. The benefits of the unique 9-week product placement were felt immediately as the Cornetto Soft custom dispenser and cooler were carried onto the show's set. The positive synergies were obvious when the contestants cheered at the sight of their very own Cornetto Soft ice cream dispenser. There were numerous episodes where action and intrigue were taking place around the Cornetto Soft dispenser/cooler. Generating more exposure. Also, frequent shots of the show's contestants spontaneously enjoying the Cornetto Soft products. Additional elements included 22 presenting announcements and 90 trailer announcements to Taxi Orange Club. These announcements continually reinforced the relationship of the brand to the show. The on-line portion of the media plan provided for heavy presence on the popular Taxi Orange website. The show's companion website followed breaking news, contestant bios, photos and video. Banner advertising generated the link to specially designed on-line games and e-card offering on the Cornetto Soft homepage. The on-line game encouraged young consumers to become familiar with the Cornetto Soft retail locations by featuring the location addresses in the game itself. The nearest locations were incorporated after the user entered their postal code (the only requirement to play). It also included branded e-cards for distribution directly to the candidates of Taxi Orange. Users sent e-cards to their favorite show contestant and won prizes for the most humorous card. This increased synergy between the two mediums and further reinforced the relationship with the show. The additional media elements gave the launch campaign a heightened visibility and quality image among Austria's youth. The team at Initiative Media Vienna was responsible for the conception, strategy, tactics and implementation of the entire idea. To break through the clutter and reach the very elusive 15-29 audience, a unique media solution was vital. Initiative Media developed the media mix which contained TV, essential for broad coverage, and an internet banner campaign activating the youth target. The integrated media concept was crowned by a sponsorship and product placement on the most popular Austrian youth TV show, Taxi Orange. The sponsorship was essential for linking the brand with the show. Initiative Media initiated the idea to bring Cornetto Soft right onto the set and be part of the show. Furthermore a branded website was designed by Initiative Media to stimulate deeper relationships with young consumers and Taxi Orange. The Cornetto Soft website contained a broad variety of informative and entertaining elements: an interactive game incorporated the Cornetto Soft outlets, e-cards could be sent to the Taxi Orange stars and a discussion forum provided contact between brand and consumers. Ideas for the site and creative elements were generated in the media department of Initiative Media. Eskimo was launching a completely new ice cream experience. The campaign had to be ground breaking. It had to move young people not only to purchase, but to "embrace" the new Brand. Essential point of whole campaign was that all media elements were working together around the focal point of Taxi Orange to strengthen the emotional bond between Brand and youth. The media campaign was designed to provide constant contact and reinforcement of the brand and the show, from TV to Brand website, from banners to website, from website to show. The highlight was a powerful product placement on the show. The outcome was an integrated campaign, tailor-made for youth with results that exceeded all expectations. Cornetto Soft immediately achieved market leadership in the soft ice market and the message resonated with Austrian youth. Brand awareness was 62% higher among teens than the total population. 50% of those who watched the Taxi Orange program could recall seeing Cornetto soft during the series. 38% of the people surveyed said that Cornetto Soft "is the ice cream for young people". The desired brand image was established.

The team at Initiative Media Vienna was responsible for the conception, strategy, tactics and implementation of the entire idea. To break through the clutter and reach the very elusive 15-29 audience, a unique media solution was vital. Initiative Media developed the media mix which contained TV, essential for broad coverage, and an internet banner campaign activating the youth target. The integrated media concept was crowned by a sponsorship and product placement on the most popular Austrian youth TV show, Taxi Orange. The sponsorship was essential for linking the brand with the show. Initiative Media initiated the idea to bring Cornetto Soft right onto the set and be part of the show. Furthermore a branded website was designed by Initiative Media to stimulate deeper relationships with young consumers and Taxi Orange. The Cornetto Soft website contained a broad variety of informative and entertaining elements: an interactive game incorporated the Cornetto Soft outlets, e-cards could be sent to the Taxi Orange stars and a discussion forum provided contact between brand and consumers. Ideas for the site and creative elements were generated in the media department of Initiative Media.