E T I L G I B THINK
2011
Content
Content 1
arketing M h it w e n o D Job-to-be tives c je b O n o ti a ic & Commun e
c Target Audien
2 ation Idea ic n u m m o C d 3 Bran ith Initial w a e Id n ig a p 4 CRaemcommended channel ach
In Store Appro
5 de Story a r T 6 stimated e d n e p s ia d e 7 %foorfthme campaign
Job-to-beDone
Job-to-be-Done
GET TEENAGERS TO BUY CORNETTO ACTED TO. TO CONNECT WITH SOMEONE THEY ARE ATTR
Job-to-be-Done MCO / MMO MMO:
• To be the most preferred Ice Cream brand by teenagers. *Mexico -from 13% to 19% at 13-19 yrs old (tracked Most Frequent - MWB).
MCO:
• Re-position the brand as “ Are brand linked to love” (personality) – BIP attributes.
Mexico:
“Are brand linked to love” – from 0 to 3 (over 18 months period) • Increase from Advantage level at BHC. Mexico – from 52 to 65 (last tracking at 2sem09).
Target audience
Target audience
SOCIO-DEMOGRAPHIC: Teens (Female & Male), 15 to 18 year old, LSM 14-18.
Target audience
THE IMPLICATIONS What we know about “love”
The implication
TARGET They are teens but would like to see as young adults.
Target audience MOBILE IS VITAL PART OF THEIR LIFE Arranging night out
Text
Information/Search
Self expression Camera
Internet
Flirting
Purchases Tv/video
App/news/maps
Recording
Social currency
Flirting
Blootoutch music
File sharing
Campaign Idea
Campaign Idea AGENCY BRIEF INSIGHT
“I need all the help I can get to play the game of love”
The single most important point to communicate: CORNETTO HELPS YOU TO GET CLOSE IN THE FLIRTING GAME !
RTB
Because only Cornetto offers me cool prizes to help me connect with someone I’m attracted to.
Campaign Idea TO PLAY THE GAME YOU HAVE TO BE LISTENED Stages
Tactic & Strategy
Meeting
Where & how to meet girls or boys
1st date
Know what to do and what to say
1st kiss
Know how to seduce
Dating
Achieve expectations. Find the right place, the right time, make ir special
Relationship Break up
Mission acomplished. Patience needed Know what to say and how to say it
Campaign Idea WHAT ? EXPRESS WHAT YOU FEEL...
HOW ? USE MUSIC TO EXPRESS YOUR FEELINGS.
IBC Model
IBC Model BCI
Don’t be afraid to show your love
Campaign Idea What?
Express what you feel
Campaign Idea How?
Use Music to express your feelings.
Executions