Tnuva's Chocolate Dessert: Sweet Remedy for Broken Hearts
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
Released: January, 2010
7 Comments
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?
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"I love some things, and don't love some other things."
I think this is a good insight. A fresh connection between people and product.
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.
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.
Hmmmm, getting a free dessert makes it up. Slurp!
Life's a Trip. Enjoy the Ride!
Ok
i like this one.
AV