For years, “Buy One Get One Free” promotion was a major driver in Cornetto’s advertising strategy. The brand’s motto was “Don’t be afraid to show your love” but the “B-O-G-O-F” promotions were not connected to the essence of the brand. That’s why we’ve renovated this year’s promotion and built it on the brand’s motto.

We wanted our consumers to experience this motto and live it through. We wanted them to express their love easily and loudly to their loved ones with the help of Cornetto. So we renovated the “BOGOF” promotion with a new mechanism.

Campaign was supported on innovative mobile channels right from the start. Turkcell’s Targeted SMS & MMS’s used from permission based database. Also Location Based SMS’s were sent to people who were in popular beach clubs along the Mediterranean coast line.

Cornetto became the first brand who used location based sponsorship service in Turkey. Free Airtime Units were installed to these people in different holiday spots along the coastline, where Cornetto has a location sponsorship in many ways.

Facebook app became more interactive, because it connected with the consumer on both Facebook and mobile.

To start with, all Cornettos had unique codes on the packs, as in previous years. Consumers texted these codes and won 120 minutes of free airtime so that they could have long talks with their loved ones.

However this year, first time attendees also received an IVR call asking them to express their love by shouting “My looooove” as long as they can. Those who were “not afraid to show their love” shouted on the phone and the ones who shouted the longest won Teddy bears from Cornetto.

We also created an app on Cornetto's Facebook page with same set-up.

This was the first mobile and Facebook real time integrated campaign in Turkey.

Cornetto renovated its BOGOF promotion and built brand awareness around the brand motto, by integrating innovative media tools.

1.915.000 participations were received. More than 200.000 people participated campaign more than once. More than 400.000 IVRs were recorded. Cornetto’s Facebook page gained 100.000 fans. Participations peeked the day after location-based SMS’s.