Media > Use of Mixed Media
FROM GIOVANNI TO DONGIOVANNI
ARMANDO TESTA, Turin / NESTLE / 2009
Awards:
Overview
Credits
Overview
Effectiveness
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.Sales + 11% in an a-8 market.Giovanni’s story was spontaneously talked about on TG1, the most important national TV news.
Execution
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.
Strategy
Baci Perugina is one of the most important brands of chocolate in Italy, belonging to the Nestlè Group.To capitalise on Baci Perugina’s awareness during the period around Valentine’s Day, it was decided to make an integrated campaign able to get people talking using the only language that has always distinguished Baci Perugina: love.The idea was an impossible love story born online between the shy Giovanni and his beautiful neighbour Gaia.The plot: Gaia says to Giovanni that if 50,000 people would ask her to kiss him, she will do. So Giovanni makes a video, loads it on YouTube and opens a group on Facebook asking for help. 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.
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