January 13, 2010
The Challenge: Promoting the new Tnuva Chocolate Dessert – the perfect cure for a broken heart – using a tiny media budget.
The Insight: When subscribers of online dating websites are absent for a long time, and then sign-in again – it always means they were dating someone, and then broke up.
The Solution: Subscribers of Israeli JDate, who signed-in after a minimum of 7 days absence – got a personalized banner, offering them a cure for their broken heart: a free Tnuva’s Chocolate Dessert!
Agency: McCann Erickson, Israel
VP Creative: Eldad Weinberger
VP Digital Creative: Eyal Carmi
Creative Director: Ido Ben-Dor
Art Director: Mel Caspi
Copywriter: Sahar Lewenstein
Content Development & Social Media: Nir Refuah
Account Management: Amit Mashiah, Saar Naim, Guy Kimhi, Magi Albo
Digital Production Direction: Max Shcherbakov, Tammy Katz Zara
Director of Web and IT Development: Niv Kantor
Design: Miriam Moshinsky
Web development: Dan Efter
Flash: Guy Tzaban, Timor Talibayev