Tempo - "Happy Tears"

DLV BBDO

DLV BBDO Roma, Italy

6552

Brand: Tempo
Country: Italy

Advertiser: SCA Group

Title	Happy Tears
Agency	DLV BBDO
Campaign	Happy Tears
Advertiser	SCA Group
Brand	Tempo
Posted	May 2016
Business Sector	Toilet Paper, Tissues
Tagline	Sometimes needing a hankie is the most beautiful thing that can happen
Story	Handkerchiefs have always been associated with unpleasant situations. But Tempo hankies are made for happy moments too.
Philosophy	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.
Problem	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.
Result	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
Media Type	Case Study
Length	126 seconds
More Information	http://www.unapropostadasogno.it/
Executive Creative Director	Federico Pepe
Executive Creative Director	Stefania Siani
Creative Director	Michele Picci
Creative Director	Andrea Jaccarino
Copywriter	Monica Carallo
Art Director	Francesca Montrucchio
Strategic Planner	Samanta Giuliani
Producer	Martina Kirkham