Sweet Remedy for Broken Hearts

Agency Network: 
January 2016


The Challenge: Promoting the new Tnuva Chocolate Dessert – the perfect cure for a broken heart – using a tiny media budget.
The Insight: When subscribers to 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 to 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!

Digital advertisement created by McCann, Israel for Tnuva, within the category: Confectionery, Snacks.

Advertising Agency: McCann Erickson, Tel Aviv, 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
Digital Production Direction: Max Shcherbakov, Tammy Katz Zara
Director of Web and IT Development: Niv Kantor
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Highest Rated

Viranica's picture

i like this one.

Activity Score 230
Copywriter at Y&R, Jakarta
sirvan's picture

Hmm. I don't know if this would feel invasive or not… if you jut had your heart broken, it might piss you off that a stupid internet banner ad noticed it.

But maybe not?

Activity Score 29856


"I love some things, and don't love some other things."

silvi's picture

I think this is a good insight. A fresh connection between people and product.

Activity Score 4170
Marlus Lau's picture

Yeah I agree. I think it's a good surprise for the subscribers, and it's proper. Even if someone has not broken up, it would like to get some free chocolate.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
satrianee's picture

It's not a good insight but a right one. It's not a secret, we've been traced over internet. But I'm with Sirvan, a broken heart can be offended to be pointed at.
But very effective way of using the largest media.

Activity Score 3746
Tripioso's picture

Hmmmm, getting a free dessert makes it up. Slurp!

Activity Score 470
Art Director at Grupo Wisa |

Life's a Trip. Enjoy the Ride!

Viranica's picture

i like this one.

Activity Score 230
Copywriter at Y&R, Jakarta
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