Cannes Lions

CHOCOLATE DESSERT

McCANN ERICKSON, Tel Aviv / TNUVA / 2010

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

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.

Outcome

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

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