The campaign was based on the idea

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Which obtained the Golden Lion in the "Used of mixed media" category at the Cannes Film Festival, an award awarded for creativity, originality and success achieved by the company that conveys the advertising message on a mix of classic and digital channels.  of ​​the impossible love story between Giovanni, a shy boy, and Gaia, the most beautiful girl in the building. It all started with a video posted.

YouTube by Giovanni in which he appealed to users to help him win over the girl. At the same time, a Facebook group was opened to support this initiative. As you can understand, the advertising campaign did not use traditional means of communication Job Function Email List but only digital marketing tools. Gaia, given the success and support that people were giving to Giovanni, decided to publish a video.



Which also went viral, in which she announced that she would only grant him a kiss if at least 50,000 requests were received by email in this sense. At this point Giovanni began to ask for support on YouTube and Facebook, until Perugina arrived personally to support the tender Giovanni on its homepage. The phenomenon was so great that Giovanni's story was shown on a giant screen in Piazza Duomo in Milan and on the 8pm edition of TG1 on 13 February 2009.