Challenge

Every year, Control creates an initiative to celebrate Valentine’s Day. Control wanted to be top of mind during this time of year through an initiative that encouraged people to interact with the brand and with each other, as this is the season when the key word is “Love”.

Idea

We created a website inviting people to take part in a quiz focused on love-related topics. Since participants had to make an effort to win great prizes, we called it “Amor com Amor se Paga” (“Love Deserves Love”).

The quiz aimed to identify true love experts, as well as to see who knows the most about love within couples.

For one week, users could access the website by entering their personal details. To prevent cheating, they had one minute to answer four multiple-choice questions. Once the time was up, the site closed, and users could only return the next day to answer five more questions.

At the same time, the campaign was visible in hundreds of pharmacies across the country through printed materials and brand promoters.

The campaign concluded on Valentine’s Day, when we revealed Control’s official Love Experts.

Results

Half a million people visited the “Amor com Amor se Paga” platform, with over 41,000 registered users.

We awarded more than 90 prizes, including trips to Paris for two, luxury hotel stays and romantic dinners to spice up relationships :)

It became Control’s most effective Valentine’s Day campaign to date.