In keeping with Italy’s reputation for romance, CIBO Espresso helped spread the love for Valentine’s Day with the assistance of communikate et al.
In a two week campaign, CIBO Espresso provided Adelaide and Brisbane’s love struck with the opportunity to send a kiss or a message to a loved one in the form of a free digital photo, thanks to a specially designed LOVE Valentines booth located near various CIBO Espresso stores.
Visitors to the booth received a complimentary Baci chocolate – Italian for ‘kisses’ – and a code to retrieve a copy of their photo on the LOVE Valentines web page to send to their loved one. In addition, CIBO Espresso pledged to donate 50 cents to the Heart Foundation for every photograph that featured on the website.
communikate et al’s campaign engaged key media and the general public through targeted media deliveries, the release of quirky facts about Valentine’s Day and survey results, event listings, a ‘Guess Who?’ competition featuring Power star, Kane Cornes across all Messenger Newspapers, live crosses with NOVA 91.9 and social networking sites such as Facebook.
The campaign reaped 40 media appearances in both states across a broad range of traditional and new media, including three sections within The Advertiser alone. Also adding to the campaign’s success was the number of visits to the LOVE Valentines web page, which was in excess of 36,000.
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