Digital Star Marketing - THE “OF CORSO” SUMMER HIT

Category: Best Brand Campaign

Client: Corso/ MACROMEX

Year / Domain / Status: 2015 / Food / Winner

Strategy description:

Our strategic approach was based on a simple observation about Corso’s target: teenagers and young adults, 14-29 y.o. As youngsters, they don’t need much to be happy. They live probably the best time of their life, experimenting things and continuously exploring. They seize the day, adhere to causes, think they can change the world and adopt trends, in search for models. In fact, adopting a trend seems a must for this generation. They need trends as a form to express, to “be cool”. Advertising to this audience is a risky business, because advertising doesn’t seem to be part of their culture. It’s just advertising that tries to sell them a product. We had to do something different to gain their attention and admiration. Become a trend, not a brand that is just running an advertising campaign. Back to the trends they follow; nevertheless fashion and music are the most relevant and scalable for this audience, with music probably being the more powerful of the two. And this is how our approach came to life. What if instead of thinking advertising, we change the paradigm and think music? What if instead of running a good TV commercial, we create the next summer music hit? What if instead of regular actors we count on some of the most appreciated music celebrities? What if instead just being just another advertising break we make ourselves noticed through music? We took a bet and decided that winning the hearts of “trend followers” by making Corso, THE SEASON’S BEST POP BRAND will bring us straight to our objectives: 1. Generate brand awareness and word of mouth among the target audience that will in turn determine them to buy Corso. 2. Become a significant player (with 4% value share) in the Romanian ice-cream market by the end of 2015.

Execution:

Here’s what we did, step by step: Creating and producing a branded song, but not clearly and publicly assumed by Corso We wrote and produced - together with 2 music production houses in Romania - HaHaHa Production and Roton Music - a song - called “Of Corso” (really close to the brand name, but also having a meaning by itself - play upon words from “of course”). Our bet was to gain exposure and momentum in a cool way. A music song could rapidly spread the word in the market. We chose the song to be interpreted by Corina and Connect-R, two of the most appreciated pop artists of the moment. The online seeding campaign for the Of Corso lyric video (May 2014) First the lyric video for “Of Corso” was posted and promoted on the personal Facebook pages and YouTube channels of Corina, Connect-R, and on the Facebook pages and and YouTube channels of the music production houses (HaHaHa Production and ROTON). Fans started sharing the video and things rolled from there. The song was picked up and aired by 3 big radio stations in Bucharest (Kiss FM, Radio 21, Pro FM) and over 85 radio stations nationwide. In this stage nobody could say if this song is planned as part of Corso’s communication campaign, or just a mix of inspiration and extravaganza coming from our artists. The online debate, in fact, helped us create buzz around the brand. More, to encourage teenagers to adopt the “of Corso” line in their slang, we used Mikey Hash, the heart of the biggest video blog community, Doza de Has, and other local bloggers to spread the word. In their online shows and blog articles they used the “of Corso” expression so that teens would pick it up too. The advertising campaign (Jun – Aug 2014) This step was planned to maximize exposure through media targeting. The media channels were carefully selected to reach our audience (14 – 25 y.o.). The campaign worked also as a reveal. The public now linked the song and the artists to our brand. So, on 9th of April, at the very start of ice cream season, the official “Of Corso” music video was launched online and on MTV & Kiss TV music channels. The official video featured Corina and Connect-R and full Corso branding: ice cream fridges, ice-cream consumption moments and Corso umbrellas. Soon after, Corina and Connect-R announced their role as Corso brand ambassadors. The “Of Corso” song, now a summer hit, was part of every concert they had, throughout the summer. Meet & Greet events were organized throughout the summer in various locations, announced in advance on the Corso and artists’ Facebook pages. Also, in partnership with Vodafone, we sent out over 300,000 SMSs with the Of Corso ringtone. It was downloaded over 90,000 times.

Case visual: