1. OF
SOCIAL, TRADITIONAL PR, ON-GROUND ACTIVATION & OTHER PLATFORMS
Hoang Thach – Phuong Vi

2. CASE STUDY

3. Brand’s Background
Cornetto is a branded frozen dessert cone manufactured by Unilever. It’s
often considered as one of the most iconic ice cream in the world. In
Vietnam, its image has been sticked to LOVE of youngster.
In 2014, Cornetto launched a new version with flavor of Raspberry and
Red color. So Unilever run a campaign with Taylor Swift – a singer
famous with love songs and her newest album named RED.

4. Target consumer
• Youngsters in HCMC who are fan of Taylor Swift
• 15 – 25 Y.O, both male & female
• Mostly students from high school to university
• Insight: “I love Taylor Swift. Also, I love all things related
to her. It would be amazing to be at her concert BUT it’s
really hard for me to get a ticket.”
• Behavior of buying stuff like ice-cream: Prefer convenience
stores near schools/houses rather than markets or
traditional groceries

5. Campaign Big Idea
Red Tour
Raspberry
If there’s one thing that could compete
for Taylor Swift’s love, it’s ice cream. So
how about a combination of two?
Key Message
Buy & enjoy the limited edition of Cornetto Raspberry Ice Cream
to have a chance to win tickets to RED Tour of Taylor Swift.

6. Execution Idea
On ground
Traditional
PR
Social
Hunt for Taylor’s gifts and
tickets to the Red Tour
Concert by buying and
enjoying Red Strawberry
Cornetto Ice cream
Creating the physical space, covered with
Red color to call fans to action (buy Red
Strawberry Cornetto Ice cream)
Information platform to talk about Limited
campaign ONLY for Vietnamese fan to have
a chance to meet Taylor Swift.
The interactive platform to hunt and celebrate
for winning the tickets to the RED Tour

7. Execution Idea
On ground
Create a physical space covered with RED color to encourage fans
to buy Raspberry Ice cream to get the exclusive gifts & the ticket
The RED storm at convenience stores Special offline for Taylor Swift’s fan

8. Execution Idea
Traditional
PR
Publish articles on online news site of youngster about the chance
of winning tour’s tickets by buying ice cream
Key message: Cornetto brings special chances ONLY for Vietnamese
fan to meet Taylor Swift

9. Execution Idea
Social
The platform to compete to hunt for the tickets. It’s also the
interaction space for the fan and the place to show their prizes.
Hunting gifts countdownRed Tour Updating Winners announcement Taylor Swift fan zone

10. Comments
+ Great idea to link Taylor Swift to the ice cream (the similarity of RED color)
+ Create a storm for fan to consume products and engage in the campaign
- The following up of the campaign is not so strong.
- The brand role is not highlighted clearly
- Functional benefit - the flavor of Cornetto Raspberry Ice Cream has not
been highlighted