Video case study: Cornetto’s ‘Love Plane’ takes tweets to the sky

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For its latest campaign Unilever’s Cornetto launched a set of airplanes with a Twitter-connected banners, so summer lovers could declare their love in front of everyone on the beaches of Spain. The campaign, created by ad agency Lola / Lowe & Partners
, Madrid, encouraged Twitter fans to tweet a message of love with the #CornettoSkyTweets. If the message proved popular with fellow social networkers, the Tweet was put it up in the sky. During the campaing, Cornetto managed to get new messages out every 15 minutes by using three planes, allowing lovers to declare their affections in front of everyone on the beaches of the Costa del Sol in Spain.

Brand: Unilever, Cornetto | Sector: FMCG, Food and Beverages | Country: Spain | Partner/agency: Lola | Objective: brand awareness, consideration and purchase | Format: YouTube

“With the Cornetto Love Plane, Lola has given an incredible opportunity for those brave teens to have fun demonstrating their love in front of the whole world” said Alberto Di Leo, Vice-President of Cornetto Worldwide at Unilever.

Among the many tweets, there was a marriage proposal that took everyone by surprise, and after a tense wait it was accepted.

Over 1,000 tweets using the hashtag were used and the whole experience was followed by millions of fans across Cornetto´s Facebook and Instagram feeds almost 6 million times.

The plan is now to take the idea multi-country in 2014.

“This is the type of event that brands have to do more often. Something that brings its consumers close in a surprising, fun and useful way.” said Pancho Cassis, Global Creative Director of Cornetto at Lola.

View a sample of the tweets below:

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