Geolocalised Banner Ads Send Brazilians on a Hunt for Cornettos
To promote the release of the new Kibon Snickers flavour, a partnership between Unilever Ice Cream and Mars, MullenLowe Brazil created an innovative digital activation.
For a week in December 2018, consumers in the city of Sao Paulo were impacted by the activation 'On the Route with Kibon Snickers' – a hunt for the latest flavour of Cornetto ice cream. Banners were shared on social media and targeted at people located between 500 metres to 1 kilometre from a participating point of sale, directing the audience to an interactive site.
The website featured a digital compass – built using the Maps geolocation API – which sent users on a journey to find the new concoction from Unilever Ice Cream and Mars. Within the first week of launching, the game experience reached 1.2 million people and received over 45,000 interactions with the compass.
Upon arriving at the store, customers were given a coupon that entitled them to pick up a Cornetto Snickers on weekdays or a pot of Many Pieces Kibon Snickers on weekends. The new Cornetto Snickers comes with a chocolate medal with peanut butter, vanilla ice cream with peanut pieces, chocolate chip, chocolate wafer, salted caramel filling and chocolate sprinkles; and the Many Pieces Kibon Snickers pot brings a unique combination of super-creamy ice cream with caramel syrup and lot pieces of peanuts covered with chocolates.
Production Company: Dracco
Client Approval: Luciana Soares, Julia Mansor and Felipe Lavareda
Client Servicing: Robert Filshill, Marina Gouvea, Juliana Jezernicky and Thais Guarlotti
Creative: Luiz Cesar Faria (Steve), Diego Viana, Daniele Chiarantini and Yohannã Ioshua Content and Digital Production
Creative Agency: MullenLowe Brazil
Creative Director: Eduardo Salles and Gil Pinna
Director: Carolina Azevedo
Media Planner: Erika Cabral, Flavio Franco, Jaime Rojas, Leonardo Takai, Sheila Uyeda, Laura Cardeal and Ingrid Silva
Planners: Ana Luiza Santos, Felipe Padua and Giovana Machado
Project Management: Gabriel Antoniolli
Category: Food , Sweet