In South Korea Ferrero Rocher is typically only given on three occasions: on Valentine's as a gift to co-workers, during exams as a good luck gift to students, or Christmas as a casual gift to not-so-close family members. We needed to encourage people to give Ferrero outside of these.
To do so, our approach was to introduce the idea of gifting like an Italian. What we meant by this, was Italians don't show up empty handed, so any occasion could be a gifting occasion if you want it to be. From there the concept became the tagline "Say it with Italian Flair."
Ultimately, the campaign goal shifted towards getting as much PR coverage as possible - which we did successfully with the help of Korean super babe, Lee Min Ho.
Last we checked, this spot had surpassed 3 million views, and fans were somehow leaking alternative versions of it.