SWEET REMEDY FOR BROKEN HEARTS by McCann Tel Aviv for Tnuva

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SWEET REMEDY FOR BROKEN HEARTS

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Industry Baking, Cakes & Desserts
Media Promo & PR, Case study
Market Israel
Agency McCann Tel Aviv
Creative Director Ido Ben-Dor
Art Director Mel Caspi
Copywriter Sahar Lewenstein
Account Supervisor Guy Kimhi
Released December 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TNUVA
Product/Service: CHOCOLATE DESSERT
Agency: McCANN ERICKSON
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: McCANN ERICKSON, Tel Aviv, ISRAEL
Entry URL: http://www.mdigital.co.il/cannes/tnuva_JDate.html
Vice President Creative: Eldad Weinberger (McCann Erickson)
Vice President Creative Digital: Eyal Carmi (McCann Erickson)
Head of Content Development: Nir Refuah (McCann Erickson)
Creative Director: Ido Ben Dor (McCann Erickson)
Art Director: Mel Caspi (McCann Erickson)
Copywriter: Sahar Lewenstein (McCann Erickson)
Vice President Clients: Amit Mashiah (McCann Erickson)
Account Director: Saar Naim (McCann Erickson)
Account Supervisor: Guy Kimhi (McCann Erickson)
Account Manager: Magi Elbo (McCann Erickson)
Head of Integrated Digital Production: Max Shcherbakov (McCann Erickson)
Digital Production Manager: Tammy Katz-Zara (McCann Erickson)
Director of Web/IT Development: Niv Kantor (McCann Erickson)
Digital Designer: Miriam Moshinsky (McCann Erickson)
Flash Designer: Guy Zaban (McCann Erickson)
Media placement: Banner - Jdate - 31/12/2009

Results and Effectiveness
- During the month the campaign ran, Tnuva’s Chocolate Dessert Market share went up by 11%. - 2.5 million users were exposed to the campaign – 45,000 unique users. - Dozens of websites and blogs in Israel and around the world, wrote about the innovative media campaign.

Creative Execution
The creative insight: subscribers to online dating websites usually check their accounts daily. Not logging-in for several days could mean they’re dating someone. But signing-in after a long absence could only mean one thing: they’ve broken up! We joined forces with JDate, Israel’s most popular dating website. Only the users who signed-in after a minimum absence of 7 days, were served a personalised banner, with their own name and number of days since their last login. Then, the banner suggested they have broken up lately, and offered a sweet remedy for their loneliness. The users, who were surprised to see their name and relationship status on a banner ad, clicked it – and got a coupon for a free Tnuva’s Chocolate Dessert.

Insights, Strategy & the Idea
Tnuva, Israel’s largest dairy products corporation, was launching a new chocolate dessert. Since the Israeli dairy desserts market is saturated and highly competitive, we had to come up with a new and different strategy. The strategy was based on a painful (but true) insight: chocolate is not only a fun treat – it’s the only known cure for a broken heart! Based on that strategy, we chose to focus on a unique target market that can really use some chocolate comfort: the broken hearted. Now, we just had to find them.