Cannes Lions
LOWE, Bangkok / UNILEVER / 2010
Overview
Entries
Credits
Execution
Culturally, Asian teens are not as forward as Western teens, so our concept had to enable them to make the first move without being impolite or rude.We launched the Cornetto 'Show-your-love-gang' a week before Valentine’s Day with TV, Radio , and on-ground support. Entering on www.cornettoclub.com or calling a call-centre , with a code found on every Cornetto wrap, teens could win the nation-wide service of the gang. Cornetto Show-Your-Love-Gang then surprised the winner’s secret ‘loved one’ and said all the things that the ‘secret admirer’ always wanted to say through songs, a presentation, and a bouquet of flowers.
Outcome
Cornetto Show-Your-Love-Gang became a popular idea and topic of conversations, and the buzz went beyond teenagers. 70,000 received codes from over Thailand within 4 weeks of launch. Sales increased over 2 % compared to last year. And because our promotion was seen across multiple channels in a fun, desexualized manner, Thai culture is no longer incompatible with expressions of love amongst teens.
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