– Advertising Age
AVIAD SPOTLIGHT: WIN A LOVE MESSAGE IN THE SKY
For many years, Cornetto was the leading brand of “ready to eat” pre-packaged ice cream in Europe. Unilever looked to reinforce their Cornetto ice cream brand with an integrated media campaign including prizes and social media. Aviad provided a novel solution: Use Aerial Media for the Prize. Customer research indicated that an aerial text banner flown overhead with a private “love message in the sky” was by far; more desirable than traditional premiums like iPods, mobile phones or other typical, if expensive, prizes.
During the campaign, over 300,000 entries came in after just one month in Italy alone. Similar figures registered in France. 70 jubilant winners received a personalized aerial text message flown in the sky to their loved ones, or even friends at events in Reggio Calabria and Rome, Italy; and in luxurious Deauville, St. Tropez and Isle d’hyeres in France. The contest was promoted with posters and TV ads, receiving immediate and widespread response. People entered the contest by sending an SMS code contained within the lid of a Cornetto ice cream.
Cornetto increased sales, and generated lasting good will for their brand. Social media supporting the brand skyrocketed as people communicated their chances of winning through texting and tweeting with their friends.