Tempo - "Happy Tears"

DLV BBDO

DLV BBDO Roma, Itália

6549

Marca: Tempo
País: Itália

Anunciante: SCA Group

Titulo	Happy Tears
Agência	DLV BBDO
Campanha	Happy Tears
Anunciante	SCA Group
Marca	Tempo
Posted	Mai 2016
Sector Empresarial	Papel higiênico, lenços
Legenda	Sometimes needing a hankie is the most beautiful thing that can happen
História	Handkerchiefs have always been associated with unpleasant situations. But Tempo hankies are made for happy moments too.
Filosofia	To elevate Tempo from a respected commodity to a must-have pocket accessory we realized that Tempo needed to become the exact opposite of its past. So we tried to de-seasonalise the brand and expand usage beyond hygiene & illness. Our idea was to make Tempo stand not for illness and unpleasant situations only, but also for release of happy emotions. That’s why we decided to develop an integrated campaign that was concentrated on one of the most touching moments of our life: the marriage proposal. 'The Dream Marriage Proposal' was launched by calling in one of the top Italian drama directors to help one guy to give to his girlfriend the marriage proposal of his dreams. Over 3000 guys applied, but only the most touching interview formed the narrative of a special movie that was shot with the help of the winner and finally aired into a cinema for a lovely ambush. Finally, we sent out a new e-commerce platform (dillocontempo.it) that turns Tempo hankies into a new media where to communicate the happiest moments of your life with others.
Problema	Launched in 1929, Tempo had enjoyed 80 years of continuous success to become not only the Italy’s favorite tissue but an indispensable ally for hygiene & illness. Unfortunately, this clear old promise that had made Tempo so successful has gradually become part of the problem: the brand was still talking about allergies, colds and other unpleasant situations. As a result, affection for the brand had cooled.
Resultado	In a few days, this new positive approach lifted Tempo brand sentiment (from 54 to 97 percent) and generated the most shared Tempo video ever and an auteur short film that quickly made headlines on mass media publications, earning the favor of critics and audience. Among them some of the most influential names of Italian cinema industry. Most importantly, we made Tempo hankies a global topic of conversation with a happy meaning for the very first time and a product you can rely on in every moment of your life: bad or good. Because sometimes needing a Tempo is the most beautiful thing that can happen. In the first 2 weeks:6.5 million views47 millions media impressions earned85.000 interactions28.000 mentions #unapropostadasogno
Tipo de Mídia	Case Study
Comprimento	126 seconds
Mais Informações	http://www.unapropostadasogno.it/
Director executivo criativo	Federico Pepe
Director executivo criativo	Stefania Siani
Director criativo	Michele Picci
Director criativo	Andrea Jaccarino
Redator	Monica Carallo
Director de arte	Francesca Montrucchio
Planeador estratégico	Samanta Giuliani
Produtor	Martina Kirkham