Baci First Kiss

This Valentine’s Day saw the launch of Baci First Kiss, an interactive card that allows users to send the perfect romantic gesture to their loved one. The immersive, scrolling site takes users on a trip down memory lane, revisiting the heart-stopping, head-spinning moment where they first locked lips with their partner.

We were tasked by Italian chocolate brand Baci to create a digital campaign that would help launch the premium product in the UK, creating buzz around the brand and bringing its core values to life.

Baci, which means 'kisses' in Italian, provided the starting point for our creative idea. We decided to focus our messaging on romantic love as we felt this would be a good way of communicating the brand’s rich and romantic Italian heritage, creating resonance with our target audience.

Inside each Baci is a delicious chocolate and a small love note, a bit like a romantic fortune cookie. This love note became the vehicle for our campaign as we set about creating a personalised communication that would celebrate the exact moment and location of that all-important first kiss.

Interactive and personalised
To make the campaign more interactive and unique we built an immersive scrolling site using HTML5. The highly personalised site was built to work seamlessly across all devices.

Personalisation was key to this project. On receiving a Baci First Kiss the location and time where the recipient’s first kiss took place is slowly presented as they scroll through the site. The visual is of a Baci chocolate flying down to earth through the night sky all the way to ground level. To achieve this we used Google maps API and Geocoding that allowed us to see the earth approaching firstly from satellite distance then more closely to street level. We used custom, draggable markers and panoramic street view to pinpoint the exact location of the kiss.

Facebook is also used via the Open Graph API to gain access to users’ Facebook data allowing for greater personalisation throughout the journey. The campaign could also be shared, via a user’s Facebook timeline and via email, encouraging greater levels of participation. To support the launch of the site, TMW created a suite of banner and Facebook ads, raising awareness of the Baci brand and the campaign.

Powerful experience
Baci First Kiss is an incredibly technical and innovative build but it was crucial to ensure that the recipient didn’t notice the technology at all. The end experience, as they scroll through the site all the way down to the ground, the story that unfolds and the memories Baci First Kiss evokes are what make the experience powerful. Guaranteed to melt any heart.

Gareth is chief creative officer at TMW. Follow him on Twitter at @mrgarethjames