Ask Your question on the respective brands for the London Film contest at Twitter MOFILMugc
Q: You say 30-90 seconds, I would like to submit a 30 and 60 second version of the same film what is the ideal length that you are looking for? Also the product is called Wall’s here – is it ok to use that?
A: 30 seconds is the optimal length because we can place it quite widely, but yes you can do both lengths. Wall’s is actually the name across much of Asia so that’s absolutely fine.
Q: “Is breyers natural vanilla ice cream an acceptable product to feature?”
A: I’d be delighted to see films on breyers natural vanilla ice cream. It’s a great product in the US so yes absolutely!
Q: What is the target audience for the Heartbrand Competition? http://ht.ly/2Atb0
A: we’ve been quite broad for this competition if you read the brief. Heartbrand is for “lovers of icecream”. Actually internally we call it Wall’s because it’s easier to pronounce in multiple languages and it probably is the biggest of the names but in terms of demographics you can choose. Cornetto is for teenager lovers for example (up to the age of 22), Magnum has more of a Magnum has a female target demographic (18-35 years old) And Breyers is targeted at families in the US. Our two biggest brand names are Wall’s (China & Asia) and Algida (Italy & Turkey).
Q: What’s the tone that you are looking for?
A: It’s all about positive emotions – “Share Happy” is our strap line. There are also lots of clues in our brief http://ht.ly/2Atvx
Q: What are you going to do with the videos?
A: We’re excited actually to see the great content come in. We have 30-40 markets around the world for our products. We’re keen to use the videos for social media, but if we get a great idea we could even look at TV. The great thing about this is if we get amazing content I think the local markets actually pick it up -its a real opportunity for filmmakers. We may get ideas that change the way we think about content and that wouldn’t have got to us before, which is fantastic!
Q: What’s unique about Wall’s?
A: We are the world’s biggest ice cream brand if you put all the local brands together, But it’s also the brand that is felt to be the most local to people. In the UK it’s Wall’s and in Italy it’s Algida. Our logo is also widely recognised (98% in a recent study) so we’re up there with McDonalds which is pretty special. There is also an incredible amount of history behind the brand. Wall’s has it’s 90th birthday in 2012.
In terms of viral videos that we like check out Share Happy Singapore on Facebook http://ht.ly/2AtTf – Look on the videos tab. Don’t copy these, but we like the TONE that these videos have. We’re really interested in local cultural interpretations of our brand .
Q: Are you looking for live action / animation or do you not really mind?
A: We don’t mind, but it’s always a good idea with food advertising to have films with strong appetite appeal which translates as Yummy looking icecream!
Q: Is this your first time running a MOFILM video contest?
A: We don’t often get excited as professional marketeers, but this is a first and we are eager to see the results, It’s a great idea!
For More Information On The Contest Click Here
