The Kiss Project Greece
A campaign introduced by Dentyne
In 2014, Dentyne released “The Kiss Project Greece” campaign. Starting on Valentine’s day, a series of kissing techniques videos were released in Social Media and on Youtube, calling for viewers to send their own kissing techniques to Dentyne. After receiving the viewers’ feedback, new videos were made, showing incredible, rare and often quite impressive new ways of kissing (e.g. The gum/ lizard/ doggy/ super hero/ on-line kiss, etc.). The main task was to create a unique brand positioning focusing on the kiss territory.
A grungy typographic Campaign logo and a title for each kiss, were created by using a handmade, brushy technique. Apart from that, posters, web banners, website skins and environmental graphics were designed to communicate the “World Kiss Day” event and Onirama concert, which was held in July 2014.
The campaign was very successful and won three “Ermis” advertising awards and two Social Media Awards
And there is more. According to the information provided by the advertising agency which undertook this campaign, the positive feedback can be measured by taking a look on the social media data:
· YouTube: Kissing Technique Videos hit more than 850k views and were shared more than 11k times on Facebook . Video clip hit 142k views in just 2 weeks and was shared more than 7.5k times on Facebook.
· Facebook: Each video had more than 3k engaged users on average. Video Clip hit 13k positive interactions on Facebook
· Twitter: Reached 260k unique accounts or 67% of Greek Twitter
So, take a look…
Pro.Ago Team: Poppy Kousi, paprikasama (aka Eleftheria Kostoula-Athanasiou), Dimitri Makris, Marissa Moumouri, Ioannis Spiliopoulos, Aris Tzimas, Eirinaios Trapetsas
