Cornetto Digital Strategy based on China young generation insights. Only for non-business review & discuss.

1. Cornetto 2016 Summer Campaign

2. Brief Recap

3. for lovestruck teens
=
flowers, perfume, DIYgift… express love to her/him

4. for lovestruck teens
=
one of my favorite ice cream brand / flavor

5. Challenge
Favorite ice cream brand/flavor
TODAY TOMORROW
The Innocent Ice-Breaker

6. The Innocent Ice-Breaker
to encourage the lovestruck
teens to take the first step
(Brand role)
A range of tastes and
textures that no-one
will say no to
(Product role)
FUNCTIONL EMOTIONAL
Increase purchase frequency

7. Our task - from emotional & rooted
Urge Lovestruck teens to take the first step
via a digital activation idea

8. Post 95s in China

9. Home
School
Restaurant
Cinema
Bus
Bus
Bus
hyper connected digital natives, no phone no life.
IM
Music
iVideo
Photo
Online
Shopping/
Payment
Gaming

10. We show off and eager to fit in society.
抱抱 is China version
Snapchat
Nice is popular picture+tags
social app in Post 95s
bilibili - Post 80s, 70s
never understand us

11. everyone is CEO (Chief Entertainment Officer)
Growing with Animation-Comic-Game culture Music
Gossip (Horoscope, Movies..) Star-struck Selfie with tags Live in fun!

12. Source：Global Language Monitor - the most popular messaging words are not WORD, it’s love emoji.
We express emotion in virtual world easily
I didn't take 💊
today, but I feel
(=￣ω￣=) 萌萌..

13. We are eager to the first love in life
Love is my decision, I will go for it if I want it.

14. We want express love as creatively as possible.

15. We plan too much to catch the Moment
First intuition Fall in love
Timing is passing…
Planning

16. Our approach
First intuition Fall in love
Encourage lovestruck teens to
Take Action NOW in Real World

17. Digital Communication Strategy
Pre-Launch Grand Launch Sustain
Attention & Discover
Grab TA’ attention via viral
video and social campaign to
induce them : go for love
now
Participate
Deeply interact with TA via
creative engagement to
encourage them to Take Action
Now! and trigger them to buy
Cornetto
Advocate & Share

18. Thank you