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Sweet Remedy for Broken Hearts

Agency: 
Published/Aired: 
January 2016
Description: 

The Challenge: Promoting the new Tnuva Chocolate Dessert – the perfect cure for a broken heart – using a tiny media budget.
The Insight: When subscribers to online dating websites are absent for a long time, and then sign-in again – it always means they were dating someone, and then broke up.
The Solution: Subscribers to Israeli JDate, who signed-in after a minimum of 7 days absence – got a personalized banner, offering them a cure for their broken heart: a free Tnuva’s Chocolate Dessert!

Advertising Agency: McCann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
VP Digital Creative: Eyal Carmi
Creative Director: Ido Ben-Dor
Art Director: Mel Caspi
Copywriter: Sahar Lewenstein
Content Development & Social Media: Nir Refuah
Digital Production Direction: Max Shcherbakov, Tammy Katz Zara
Director of Web and IT Development: Niv Kantor

Comments (7)

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Highest Rated

Viranica's picture
Viranica
Activity Score 230

i like this one.

sirvan's picture
sirvan
Activity Score 29860

Hmm. I don't know if this would feel invasive or not… if you jut had your heart broken, it might piss you off that a stupid internet banner ad noticed it.

But maybe not?

+++

"I love some things, and don't love some other things."

silvi's picture
silvi
Activity Score 4172

I think this is a good insight. A fresh connection between people and product.

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Yeah I agree. I think it's a good surprise for the subscribers, and it's proper. Even if someone has not broken up, it would like to get some free chocolate.

satrianee's picture
satrianee
Activity Score 3748

It's not a good insight but a right one. It's not a secret, we've been traced over internet. But I'm with Sirvan, a broken heart can be offended to be pointed at.
But very effective way of using the largest media.

Tripioso's picture
Tripioso
Activity Score 470

Hmmmm, getting a free dessert makes it up. Slurp!

Life's a Trip. Enjoy the Ride!

Brain-Art's picture
Brain-Art
Activity Score 1101

Ok

Viranica's picture
Viranica
Activity Score 230

i like this one.

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