AGENZIA: Proximity BBDO
CLIENTE: TEMPO
BUDGET: ND
TIPOLOGIA: Digital Integrated Campaign
DATA: 2016-03-01
EDIZIONE: 2016
IDEA CREATIVA
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. AS VERSATILE PRODUCT YOU CAN RELY ON IN EVERY SITUATION, WE RE-LAUNCHED TEMPO AS A POSITIVE BRAND, THAT ENCOURAGES AND INSPIRES PEOPLE TO LAUGH AND CRY AND LET THEIR EMOTIONS OUT WHEN THEY WANTED TO. AND NO EVENT COULD BE HAPPIER AND MORE EMOTIONAL THAN A 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.
RISULTATI
TEMPO BRAND SENTIMENT: FROM 54 TO 98 PERCENT
THE MOST SHARED TEMPO VIDEO EVER: MORE THAN 10 MILLION VIEWS
MEDIA IMPRESSION EARNED: MORE THAN 50 MILLIONS
SPONTANEOUS INTERACTIONS: MORE THAN 100 THOUSANDS
ORGANIC MENTIONS: MORE THAN 50 THOUSANDS
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.
STRATEGIE
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. THIS CAMPAIGN SOUGHT TO REINVIGORATE THE BRAND BY MAKING IT RELEVANT, AND BY FORGING AN EMOTIONAL CONNECTION WITH CONSUMERS.