| Title | DYNAMIC LOVE |
| Brand | UNILEVER |
| Product/Service | CORNETTO |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
MINDSHARE Istanbul, TURKEY
|
|
Idea Creation
|
MINDSHARE Istanbul, TURKEY
|
|
Media Placement
|
MINDSHARE Istanbul, TURKEY
|
|
Additional Company
|
ARKITEKT Istanbul, TURKEY
|
Credits
| Ipek Dorak |
Mindshare |
Business Director, Client Leadership |
The Campaign
In order to better understand our audience we did a research on youngster’s opinion about love with our Business Planning Team. The research was made by webnography method with T.A. between 14-19 years old.
We found valuable statements but according to the study the most highlightable one is "1 out of 3 young people in Turkey have difficulty expressing their feelings to their loved ones"
Creative Execution
We started with Prospecting and 3rd Party Data Strategies for wide targeting to attract users to the campaign. We allocated our major budget to prospecting side to target contextually at sports, social and soft news sites.
In order to improve our message banner visibility we used many preffered deals and bid very agressively for retargeting purposes.
Results
In the first month more than 10,000 unique banners were shown. This was unprecedented for any campaign. We reached 5 million people on the launch day. We bought 50 million impressions in the campaign, enabling young people to get their messages across.
Our solution for Cornetto enabled users to make their feelings known to someone specific through advertisements. We created a digital platform for them to create their own personalized banners by entering their names, messages and images. Through this platform all the banners and dummy links created dynamically. To make it available to all those filled with love, we used the power of programmatic advertising.
We created a digital platform for users to make their feelings known to someone specific through advertisements. To make it available to all those filled with love, we used the power of programmatic advertising.
On the platform, users put together personalised banner ads before being given a link to share with their loved one, which would take them to Onedio (Buzzfeed equivalent in Turkey). When the receiver clicked it, their browser was cookied so we could target them with the personal banners, across all display inventory.