Through the ‘Golden Moments’ video, creative agency Grey has captured small and sweet imperfections that make every relationship perfect
BestMediaInfo Bureau | Mumbai | February 12, 2015
It is that time of the year, when one loves to get flooded with special gifts from their loved ones. And no Valentine’s Day gift is complete without chocolates. So, premium chocolate brand Ferrero Rocher has planned thematic branding on its packs. The key message of the campaign is ‘Love wrapped in gold’ with the focus being the Ferrero Rocher praline wrapped as a golden gift for your loved ones. To make this occasion more special, the brand has also launched a digital video campaign titled ‘Golden Moments’.
In the video, Grey has captured small and sweet imperfections that make every relationship perfect. The video starts with a girl complaining that ‘he keeps checking other woman at parties’, to which her husband comes and lovingly says, ‘To realise how lucky I am to have you in my life’. The second couple story is about a husband telling viewers that ‘she wants me to drop her to work every day’ and then the wife comes and tells him, ‘So that we spend the best part of the day together’. The third story shows a girl telling the audience that her lover never watches any romantic movie with her; the guy replies that the reason is that romantic movies always make her cry. It ends with the voiceover saying ‘Every imperfection has something sweet hidden inside it. These were their stories; tell us what makes your relationship special.’
Sujala Martis, Vice-president, Grey Mumbai, said, “The intent was simple: no relationship is perfect – there are these little quirks and imperfections that make relationships memorable. The film works to celebrate these little imperfections – asking viewers to then share their story on the occasion of Valentine’s Day, so that Ferrero Rocher can it make even more special.”
Talking about tapping the social medium, Emanuele Fiordalisi, Head- Marketing, Ferrero India, said, “For an occasion like Valentine’s Day it was important for the brand to let fans share their romantic ‘golden’ moments. Fans are keen on participating in such online contests, as was observed during the digital initiatives we ran during Diwali and Christmas. Going further, we remain keen on exploring the digital medium as an integral part of our communication strategy.”
To further engage with the consumers, the brand has designed a special ‘Valentine Day Contest application’ which will be live till February 14. Through this app, users can share their special love story and also get a chance to win a special dinner date from Ferrero Rocher and also stand a chance to win exclusive 96 Ferrero Rocher pralines pyramid for their loved ones.
The special packs are available for sale in key traditional and modern trade stores would include packs of 5 Ferrero Rocher pralines, and16 Ferrero Rocher pralines, and 24 Ferrero Rocher pralines with thematic branding.
Client: Ferrero Rocher Vice President Marketing: Emanuele Fiordalisi Agency: Grey Group
Vice President: Sujala Martis
Sr. Account Director: Nivedita Lahiri
Account Director: Anand Ashar
Sr. Account Executive: Pooja Shah
Planning: Sonya Misquitta
Sr. Executive Creative Director: Goral Ajmera
Copy Supervisor: Pooja Ambulkar
Creative Director: Faraz Alam
Sr. Vice President Films: Samir Chadha
Sr. Director Films: Sharad Shinde
Production House: Escaping elephant
Director: Ankit Mehrota
Producer: Dileep Nair