2012 Winners & Shortlists

The Campaign

Building on the idea that "Cono is different" we decided that its communication and advertising should be different, that's why we reached the consumers on the street and let them try Cono. We then asked them "If you have the chance to make an ad for Cono, what would you do?" Interestingly enough, people came out with many outstanding different ideas that we decided to take to another level and execute them as TV ads. Making this the first TV campaign inspired and driven by the consumer.

Success of the Campaign

After the launch of the campaign there was a 56% increase in Cono’s share. Moreover, many consumers started posting their own ads for Cono following the same TVC formula.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign started with TV and online then outdoors guided consumers to Cono website where they could post their ideas for more Cono ads. Afterwards, a lot of people interacted online by recording their own versions of Cono ads, and 'likes' and 'shares' were all over Cono website and Youtube.