Our idea was to make Tempo stand not for illness and unpleasant situations only, but also for release of happy emotions. That’s why we decided to develop an integrated campaign that was concentrated on one of the most touching moments of our life: the marriage proposal. 'The Dream Marriage Proposal' was launched by calling in one of the top Italian drama directors to help one guy to give to his girlfriend the marriage proposal of his dreams. Over 3000 guys applied, but only the most touching interview formed the narrative of a special movie that was shot with the help of the winner and finally aired into a cinema for a lovely ambush. Finally, we sent out a new e-commerce platform (dillocontempo.it) that turns Tempo hankies into a new media where to communicate the happiest moments of your life with others.

In December, over 3000 guys applied on a dedicated website (unapropostadasogno.it) to give to their girlfriends the marriage proposal of their dreams. The most resolute candidates were called in for a final face to face interview. In front of them, one of the top Italian drama directors and his team, looking for the most touching story to be turned into a love film, with the winner’s answers forming the narrative of our movie. The ending (the marriage proposal) was shot live in a cinema, in front of 100 extras. In disguise, the most important people of the couple. The unaware girlfriend believed she was about to watch an ordinary movie. After the 'yes' and the video release, we launched 'say it with Tempo' (dillocontempo.it), the first e-commerce platform that turns hankies into a new media where to communicate the happiest moments of your life with others.

In a few days, this new positive approach lifted Tempo brand sentiment (from 54 to 97 percent) and generated the most shared Tempo video ever and an auteur short film that quickly made headlines on mass media publications, earning the favor of critics and audience. Among them some of the most influential names of Italian cinema industry. Most importantly, we made Tempo hankies a global topic of conversation with a happy meaning for the very first time and a product you can rely on in every moment of your life: bad or good. Because sometimes needing a Tempo is the most beautiful thing that can happen.

In the first 2 weeks:

6.5 million views

47 million media impressions earned

85.000 interactions

28.000 mentions #unapropostadasogno