Baci perugina, the chocolate brand in Italy, banks on love and romance to make it sweet and tempting. In its integrated campaign, the chocolate brand decided to sell some sentiments, unleashing an unusual love story.
This is the story of the shy Giovanni who falls in love with his beautiful neighbor Gaia. It all happens when Gaia presents a yummy, unique offer to Giovanni- she will kiss him, if 50,000 people would ask her to do so. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. The brand Baci Perugina doesn’t come into the scene from the beginning, but it figures as an “independent supporter” of Giovanni’s initiative. At the end 50,000 mails arrive and Gaia has to kiss Giovanni. 8 videos show the big moments of the story.
The campaign was planned on different media: viral videos, the community engagement through YouTube, Facebook and the Perugina community, an interactive outdoor and a local event. People soon became fond of the story. In 10 days it has been recorded: 50,000 mails. 151,841 visitors to the Baci Perugina site. 26,678 contacts on YouTube. 5,400,000 impressions on MSN.
Credits:
Advertising Agency: ARMANDO TESTA Turin, ITALY
Media Agency: MAXUS Milan, ITALY
Creative Directors: Maurizio Sala Armando Testa, Marco Faccio Testawebedv
Copywriter: Nicola Lampugnani Armando Testa, Francesco Milanesio Testawebedv
Art Director: Francesco Guerrera Armando Testa
Client Director: Alessandro Pierobon Armando Testa
I wish my husband would do the same thing for me.
