CORNETTO CUPIDITY|短视频|广告营销案例【ADGuider广告指南】

CORNETTO 贪婪

案例简介：描述活动/条目: 贪婪源于这样一种观察，即 Cornetto 的观众 (全世界的青少年) 不再看很多电视，而是花大量时间在网上看内容。这项运动是全球性的，因此品牌娱乐的发展变化很大。在某些领域，对内容的兴趣，特别是作为一种社会资本形式的内容，非常大，比如土耳其。土耳其 16-25 岁的观众在社交网络上非常活跃，对品牌体验非常开放。我们已经与英国等市场平衡了这一点，那里对内容 (尤其是基于视频的) 也有巨大的兴趣但是观众不太接受品牌体验，他们希望叙事真实性和情感参与高于一切。这场运动是由 Cornetto 提出的，但带来了完整的故事真实性，并通过青少年的角度展示了爱，使其成为一个强大但仍然是品牌的体验。结果: Cornetto 品牌一直与爱联系在一起，但是我们需要一种新的方式来与新世界的青少年接触 -- 如果他们不看电视, 我们在电视上花多少钱并不重要，我们知道我们联系不到他们。所以我们创作了《贪婪》，一部真实的青少年爱情故事选集。不是好莱坞版本，而是真正的高潮和低谷，作为一个青少年，你在坠入爱河的雷区中导航的神经和快乐。去年，我们为生活带来了 4 个爱情故事，以及一些品牌音乐视频和从镜头中创建的其他内容。2014 年，我们制作了七个爱情故事，巩固了 Cornetto 在青少年短片和内容世界中的角色。选集基于真实的当地青少年见解，我们从世界各地的年轻导演那里收集了剧本。我们委托我们的最爱与某些领先市场 (土耳其、墨西哥、俄罗斯、意大利等) 建立合作伙伴关系。电影制作人被给予完全的创作自由来拍摄他们相信的短片，但是叙事必须反映 “享受旅程, 爱 Cornetto 的结局命题，并以丘比特为催化剂，帮助青少年克服障碍，坠入爱河。我们帮助从后起之秀和流行艺术家那里获得了美妙的音乐配乐，并为该项目带来了当地相关的名人。整个项目被社交内容包围，并被市场上的青少年影响者放大。与热爱内容但不一定热爱品牌的观众互动的完美方式… 去年竞选活动的重新定位和有针对性的在线媒体购买的混合。电影中的镜头被用来为已知艺术家 (土耳其的亚林和俄罗斯的 t.A.T.U) 的原创作品制作独家音乐视频，并为太阳轨道新帝国的独家混音制作独家混音, “庆祝”。这些被市场用来提高人们对这些故事的认识。名人/影响者的放大也提高了人们的认识 -- 例如罗比 · 威廉姆斯在推特上和分享了其中一部电影。名人偶像 (Lily Allen 、 jos é mar í A de Tavira 、 t.A.T.u 和 Yalin) 也主演了这部电影，带来了他们自己的影响力。今年的电影看起来已经超过了去年的成功，17 天已经获得了 1500万多次观看，完整的媒体支持还在后面。去年的电影已经被观看了 5000万多次，收视率为 45% (YouTube 将其作为一个例子，说明内容类型与观众以及他们对真实性的兴趣如何完美匹配一个永远在世界可以实现前所未有的水平的品牌参与)。其中一个音乐视频是 2013年最共享的品牌音乐视频，也是有史以来共享最多的 13 个品牌内容。媒体投资不到 500 欧元，这意味着订婚的投资回报率很大。有趣的是，在 YouTube 上的评论表明，一位精通媒体的观众欣赏这是一种品牌体验，并热爱它，因为而不是尽管如此。他们欣赏 Cornetto 把讲故事和与他们联系放在第一位，把他们的品牌放在第二位。像 “我们” 这样的评论让我考虑是否再次跳过 YouTube 广告，表明青少年已经打开了，但是只要是真实的，他们很高兴在自己的空间里有一个品牌透明度。

CORNETTO 贪婪

案例简介：Describe the campaign/entry: Cupidity was born from the observation that the Cornetto audience (teens worldwide) don't watch a lot of TV anymore but do spend vast amounts of their time watching content online. The campaign is global in reach and therefore the development of branded entertainment varies widely. There are certain areas where the appetite for content, especially content as a form of social capital, is extremely high, such as Turkey. The 16-25 year old audience in Turkey is highly active on social networks and very open to the branded experience. We have balanced this with markets such as the UK, where there is also a huge appetite for content (especially video-based) but the audience is much less accepting of the branded experience and want narrative authenticity and emotional engagement above all else. This campaign is presented by Cornetto but brings complete storytelling authenticity and showcases love through a teen perspective, making it a powerful yet still branded experience. Results: The Cornetto brand has always been associated with love, but we needed a new way to engage with teens in a new world – if they’re not watching TV, it doesn’t matter how much money we spend on TV, we know we can’t reach them. So we created Cupidity, an authentic anthology of teen love stories. Not the Hollywood version but the real highs and lows, nerves and euphoria of being a teenager navigating your way through the minefield of falling in love. Last year we brought 4 love stories to life, along with a number of branded music videos and other content created from the footage. In 2014 we’ve made seven love stories, cementing Cornetto’s role in the world of short film and content for teens. The anthology is based on authentic, local teen insights and we have crowd-sourced the scripts from young directors all over the world. We commissioned our favourites in partnerships with certain lead markets (Turkey, Mexico, Russia, Italy etc). The filmmakers are given total creative freedom to shoot the short film they believe in but the narrative must reflect the ‘Enjoy the Ride, Love the Ending’ proposition of Cornetto and feature a Cupid as a catalyst who helps the teens overcome their barriers and dive in to love. We helped source a fantastic soundtrack of music from up-and-coming as well as popular artists and also brought locally relevant celebrities to the project. The whole program is surrounded by social content and amplified by teen influencers in market. The perfect way to engage with an audience who love content but don’t necessarily love brands in their space… A mixture of retargeting from last year's campaign and targeted online media buys. Footage from the films was used to create exclusive music videos for original compositions by known artists (Yalin in Turkey and T.A.T.U in Russia) and for an exclusive remix of the new Empire of the Sun track, ‘Celebrate’. These are used by markets to drive awareness of the stories. Celebrity/influencer amplification also fuels awareness – e.g Robbie Williams tweeting and sharing one of the films. Celebrity icons (Lily Allen, José María de Tavira, t.A.T.u and Yalin) also starred in the films, bringing with them their own reach. This year's films already look set to eclipse the success of last year's, with over 15 million views achieved by day 17 and full media support still to come. Last year's films have been watched over 50 million times with a 45% view through rate (which YouTube uses as an example of how perfectly matching the type of content to the audience and their appetite for authenticity in an always on world can achieve unprecedented levels of brand engagement). One of the music videos was the most shared branded music video of 2013 and is the 13th most shared piece of branded content ever. The media investment was less than €500m, meaning huge ROI for the engagement. Anecdotally, commenting on YouTube indicated a media savvy audience who appreciate that this is a branded experience and love it because rather than in spite of that. They appreciate that Cornetto has put storytelling and connecting with them first and their brand second. Comments such as ‘this has made me consider whether to ever skip a YouTube advert again’ show that teens are switched on but happy to have a brand in their space as long as it’s done with authenticity and transparency.