Arcade Singapore launches largest digital activation campaign for Cornetto through sponsorship of Taylor Swift’s RED tour

Cornetto, the world’s most popular impulse ice-cream, has launched its region wide sponsorship of the Taylor Swift RED Tour with a digital activation campaign created by Arcade Singapore working in collaboration with the brand’s other agency partners Mindshare, Lowe and GolinHarris.

The activation covers Indonesia, Thailand, Malaysia, Philippines, Vietnam and Singapore. An online platform links the sponsorship with product sales via 36 million on-pack codes. The platform is customised for each market to reflect the unique competition mechanics of the countries but still all accessible from a single URL.

Consumers submit their codes and win amazing Taylor Swift prizes. Budding musicians can also audition in the “Ride To Fame” competition featured on the same platform, for a chance to perform on Taylor Swift’s stage before each of her concerts.

“We wanted to make something fun, something memorable, that brought alive Cornetto’s proposition of enjoy the ride and love the ending” said Arcade’s Group CEO, Nick Marrett.

Unilever’s Ali-Nawaz Khan said, “We are delighted that Arcade’s campaign has landed so strongly in the markets of South-East Asia. This is a very diverse region but Arcade nailed it by producing assets that were both scalable yet adaptable to local insights and technology”.

RED is Swift’s fourth studio album, and has been her biggest selling to date. Her concerts have sold out across the world and she has recently won both the coveted MTV ‘Best Female’ and ‘Best Live Act’ categories.

Credits – Creative Director: Mark Taylor. Creative Technologist: Andy Loo. Head of Art: Hoon Pin. Art Director: Shawn Lam. Digital Project Manager: Shaun Lee. Account Service: Dorothy Yew, Saufi Salleh, Chin Han Yu. Production Partner: Ribbet Interactive.