Cannes Zions - Showcasing Israeli creative to the world » Experiential marketing

CEOs.com – Self Promo

Dori / CZ Team — Wed, 24 Mar 2010 12:20:07 +0000

Mission: Most of our agency projects come from joint work with major full service agencies. As part of our networking tradition, each year our agency focuses on one target audience that works in the Israeli advertising community (e.g account managers, creative directors), and wishes them a happy Jewish new year in a unique & personal way. This year we chose to focus on the ‘top dogs’; the CEOs.

Solution: We bought over 50 .com domains consisting of the names of the CEOs and SEO’d them for a couple of months until they were one of the first organic results when searching on Google. We then turned to the local press and the party started.

Results: We got extensive news coverage on all Advertising & Marketing news sites, blogs and forums with over 700,000 visits to all the domains during this one year promotion. 50% of all CEOs claimed their domains, which were given to them freely and 30% of them started a blog or used the domain for social purposes. A lot of joint work and new collaborations emerged from this promotion that cost less than 350$ (we even used Go Daddy Coupons!!).

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CEOs Dot Com - Click to enlarge

Creative Directors: Guy Dayan, Dori Ben israel
Illustrator: Elite Avni Sharon

Coca Cola – Village

Dori / CZ Team — Sat, 27 Jun 2009 11:38:29 +0000

Brief: In exchange for bottle caps and a small fee, youths spend 72 hours at the Coca Cola Hotel in the “Coca Cola Village”. The “Village” has turned the copy “The Coke Side of Life” into a real, feasible experience.

The Goal: Bring to life Coca Cola’s optimistic way of looking at life, anxiety-free and full of youthful pleasure whilst illustrating the world of Coca-Cola, Israel’s number one brand. The club site was designed to be a youth club/vacation village, with all kinds of activities available. These included a beautiful beach, a swimming pool with a selection of Coca Cola beverages included, music, live performances and parties, etc.

Results: 10,000 youngsters resided at the village, each for 72 hours. 500,000 youths viewed the special project website and a huge public relations campaign was created as a result, with media worth of over $500,000. Post-campaign research proved that a substantial rise in brand sympathy and its positioning as innovative, optimistic and suitable for the young had occurred. Coca Cola was once again chosen as Israel’s leading brand and strengthened its ranking in Israel’s brand table.

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Pilot FriXion – Securiy Check

Dori / CZ Team — Fri, 19 Jun 2009 23:11:44 +0000

Pilot FriXion Erasable Gel Ink Pen was due to be launched in Israel.

Insight \ Concept: Students can cheat and manipulate their grades with this new revolutionary pen.

Solution: We’ve raised up the “Anti FriXion Squad”. Armed with huge custom pen detectors and handcuffs our special unit raided tens of schools all around Israel, searching & arresting students who uses the forbidden pen.

Synopsis: At the beginning the students were faced with a security checking point, after twenty meters they encountered with our crook who gave them free FriXion pens and told them not to listen to the “Anti FriXion” propaganda.

Results: Great interaction with targeted audience & unprecedented ROI, Pilot’s most successful launching campaign ever in Israel.

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Anti FriXion unit logo - Click to enlarge

Pilot FriXion – The Dealer

Dori / CZ Team — Tue, 16 Jun 2009 04:27:30 +0000

Stage 2 for the “Anti FriXion” campaign.

Concept: The forbidden pen went underground!

Solution: Black Market! – Pilot FriXion dealers!

Synopsis: Our crook handled the pen on the streets.

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