Campaign: OF CORSOClient: MACROMEXBrand: CORSOEntrant Agency: 23 Communication IdeasSecond Agency: Digital StarMedia Agency: Starcom Mediavest Group
Background/objectives: Corso, a local, new brand, has enough ambition to become a game changer in the ice-cream category.
Strategy: Become a cool option for the ice-cream heavy users (15-24 y.o.).Knowing their reluctance to commercial messages, the approach was to create true, relevant content that would raise their interest for the brand.
Results: We launched a brand new song, in partnership with the music industry and two of the most prominent artists of the moment. The song was initially picked up by radio, TV and online and afterwards used in our advertising campaign.