Digital campaign invites participants to lick a Cornetto online at record speeds
LOLA LOWE MADRID, part of the Lowe and Partners global network, has launched its first worldwide digital campaign for Unilever mega brand Cornetto, to develop the brand's new positioning “Enjoy the ride, love the ending”, after recently being selected as the brand’s digital agency.
The campaign is the first ever online competition Cornetto Lick Challenge, where ‘Nick Afanasiev’ stars as the protagonist who is known for the length of his very long tongue (8.9 cm). In this campaign, Cornetto fans will have the opportunity of challenging Nick to lick a Cornetto ice cream at record speeds. This is the first challenge of its kind, in which participants are encouraged to enjoy their favourite ice cream in a fun and exciting way like never before.
Along with the website and game developed for the Cornetto Lick Challenge, the campaign contains five different teasers in which Nick Afanasiev undergoes rigorous training procedures to prepare himself for the challenge by practising different sports – boxing, weightlifting, bowling, mini-golf and Taekwondo. These virals are being used to launch the website, together with the social media and different banners. See below for an example and click here for more.
Contenders will still have their work cut out if they want to beat Nick. The aim of the Cornetto Lick Challenge is to make the ice cream disappear as quickly as possible by licking the digital ice cream on screen. All those daring fans who want to put their tongues to the test and take part in the challenge must have access to a webcam (on a computer or mobile) and lick the Cornetto that appears on screen as fast as they can. The quicker they lick, the sooner the ice cream will disappear.
However, participants must be prepared for this challenge, as those who do not manage to beat Nick will have to complete one of the punishments, such as licking a prickly cactus or foul-smelling sock and share this video via the social media.
Designed and built by LOLA, Cornetto Lick Challenge is available at www.cornettolickchallenge.com or via an app that can be downloaded to smartphones. As well as challenging Nick, if the user connects via Facebook, friends can be challenged to see who has the most talented tongue amongst peers. There is also a scoreboard to track the talent.
Apart from Spain, this first campaign developed by the agency will be present in Italy, France, the United Kingdom, Netherlands, Mexico, Germany, Portugal, Indonesia, The Philippines, Singapore, Denmark, Sweden and Pakistan. As well as the Cornetto Lick Challenge, the new Cornetto Global website has also been launched, which now includes the new visual identity underneath the brand positioning, “Enjoy the Ride Love the Ending”.
As Asier García, director of digital production at LOLA explains, “Cornetto Lick Challenge was a fantastic challenge for the agency, both in creative terms and with regard to development and our ability to contribute to a wide range of supports (website, social, mobile, etc.) and for a great number of markets and languages. The trust placed in the agency by the whole of the Unilever team and the effort of the development team was a key factor that will further Cornetto's success in the digital environment.”
Alper Eroglu, Cornetto Global Senior Brand Development Manager says – ‘We love giving our online community of fans a chance to interact with each other and Cornetto. The Lick Challenge combines an element of healthy competition with enjoying the iconic Cornetto ice cream. We can’t wait to see who beats Nick in this fun challenge.’
LOLA is the strategic and creative hub of Lowe & Partners in Spain, which exports creativity and ideas to generate global campaigns for brands such as Magnum, Rexona and Cornetto, besides working for major Spanish brands such as Visionlab, Shandy Cruzcampo and Buckler.