Andrey Golub

 

 FROM GIOVANNI TO DONGIOVANNI / NESTLÉ / BACI PERUGINA CHOCOLATE / ARMANDO TESTA Turin, ITALY

Type of Entry:	Use of Mixed Media
Category:	Use of Mixed Media
Title:	FROM GIOVANNI TO DONGIOVANNI
Advertiser/Client:	NESTLÉ
Product/Service:	BACI PERUGINA CHOCOLATE
Entrant Company:	ARMANDO TESTA Turin, ITALY
Advertising Agency:	ARMANDO TESTA Turin, ITALY
Media Agency:	MAXUS Milan, ITALY

Results and 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.

Creative 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.

Insights, Strategy and the Idea:

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.

• CREDITS:
  

Name	Company	Position
Maurizio Sala	Armando Testa	Creative Director
Marco Faccio	Testawebedv	Creative Director
Nicola Lampugnani	Armando Testa	Copywriter
Francesco Milanesio	Testawebedv	Copywriter
Francesco Guerrera	Armando Testa	Art Director
Alessandro Pierobon	Armando Testa	Client Director
Ilaria Dogliotti	Testawebedv	Account Supervisor
Ilaria Radice	Armando Testa	Account
Loredana Ambrogi	Armando Testa	Account Supervisor

 

*** Winners, Shortlists & Entries ***

(the AWARD for "FROM GIOVANNI TO DONGIOVANNI" will be pubblished tomorrow, 24 of June 2009 :LOL:)

http://work.canneslions.com/

	Winners	Shortlist	Entry List
Direct Lions	View Winners	View Shortlist	Entry List
Promo Lions	View Winners	View Shortlist	Entry List
PR Lions	View Winners	View Shortlist	Entry List
Outdoor Lions	Wednesday 24 June	View Shortlist	Entry List
->> Media Lions	Wednesday 24 June	View Shortlist	Entry List
Radio Lions	Wednesday 24 June	View Shortlist	Entry List
Press Lions	Thursday 25 June	View Shortlist	Entry List
Cyber Lions	Thursday 25 June	View Shortlist	Entry List
Design Lions	Thursday 25 June	View Shortlist	Entry List
Film Lions	Saturday 27 June	Friday 26 June	Entry List
Titanium & Integrated Lions	Saturday 27 June	Friday 26 June	Entry List

Keywords: , Alessandro Pierobon, Armando Testa, BACI PERUGINA, Cannes Lions 2009, FROM GIOVANNI TO DONGIOVANNI, Francesco Guerrera, Francesco Milanesio, Ilaria Dogliotti, Ilaria Radice, Loredana Ambrogi, Marco Faccio, Maurizio Sala, NESTLÉ, Nicola Lampugnani, Testawebedv, Use of Mixed Media