Channel 4 and Mindshare joined forces to create an exciting campaign to promote the new Unilver brand, Cornetto Enigma.
The client had 3 key objectives to deliver against
- Modernise the brand and make it more relevant to teens
- Engage in the context of awkward teen dating moments
- Deliver scale
Channel 4 and E4 in particular, was picked as the perfect environment to target 16-24s as they offer fresh and alternative programmes and branding that resonate strongly with this audience.
Hot celebs from Skins and Hollyoaks were asked questions around dating but the questions were never revealed - we encouraged people to go onto facebook to find out what they were talking about. These vignettes were woven into 30" ads that played out in the ad breaks of relevant programming providing a direct link for viewers to the editorial fabric of the channels.
At the same time as the TV campaign, an integrated Cornetto and E4 branded Facebook application was launched on the Cornetto facebook page where you could win a trip to Hollyoaks and other E4 prizes.
The campaign runs from 10 July - 21 August, across Channel 4 and E4.
This is a great example of a contextual campaign that delivered real cut-through to this elusive audience.
For any queries, please contact Andy Jones.
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