Corso - The Ark of Corso
Information
Campaign: The Ark of Corso
Brand: Corso
Client: Macromex
Submitted by: Graffiti BBDO
Background/Objectives
Strategy
Results
Background/objectives:
How could Corso win top awareness and brand distinctiveness in a category driven by impulse, against 200 ice-cream brands, during ice-cream only season, the summer?
Strategy:
Starting from its “craziness” equity and from the insight that the melting nature of ice-cream demands complete focus, we inspired people to express their inner craziness through a promotional campaign that gave them T-shirts with diverse types of “beasts inside” to help express craziness and “escape” seriousness during summer.
Results:
The Ark of Corso campaign helped brand to win top of mind, relevant kpi and brand salience that leads to sales and no.1 market share.
Social Media
OHO & PoP
Others
