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The Sea of Galilee, also Lake of Gennesaret, Lake Kinneret or Sea of Tiberias , is Israel’s largest freshwater lake, being approximately 53 km (33 miles) in circumference, about 21 km (13 miles) long, and 13 km (8 miles) wide. The lake has a total area of 166 km, and a maximum depth of approximately 43 m. At 209 meters below sea level, it is the lowest freshwater lake on Earth and the second-lowest lake in the world (after the Dead Sea, a saltwater lake). (via Wikipedia).

Stage 1: First they invited teens to enter a sweepstakes by filling out a form with personal data, while secretly installing a cookie file in their computer.

Stage 2: 2 weeks later, DEUS came to life: using the hidden cookie file, they surprised them with personalized banner ads wich seemed to know their birthdays, hobbies, schools and even best friends’ names – in the same way DEUS knows everything about the teens in the series. These messages created panic in the Israeli web: forums and blogs discussed about the hacker who accessed their info. Warning emails were spread, and popular websites got thousands of emails and phone calls from worried parents.

Stage 3: A week later, personalized banners were online again, this time revealing the campaign for the new series DEUS. The campaign was a huge success. It was widely discussed, the first episode brought record TV ratings for “yes” and the series became one of the most watched ever among teenagers.

The solution: Building the world’s first interactive mobile catalogue – the Nokia SMS race. A real live race between 9 Nokia devises, on miniature carts, moved by internet users’ text messages. The user, whose text message put the winning phone across the finish line, won that phone!

The results: The race platform enabled us to expose users to the range of phones. Over 10,000 messages were sent in EACH race. 70 people won new Nokia phones and everyone else online was talking about the races.

The problem: Our consumers 18-21 year old guys, didn’t see any problem with their existing cleansing products and therefore didn’t feel the need to replace them.

The solution: Positioning their existing soap as female soap and showing them the consequences of using it: feminine soap makes you act like a woman. Since most of our target audiences were soldiers, we decided to create a need for male shower gel, by exposing them to the army’s top secret unit – The male cheerleading squad. A special unit of guys that over used their mother’s feminine soap and became very feminine themselves. We released viral movies of the cheerleading squad, followed by a recruitment ad in the paper, causing a public debate over their authenticity. A few days later, we exposed the entire campaign, and revealed its connection to Axe’s new manly soap. Finally, the cheerleading squad stormed the court at halftime of a nationally televised basketball game.

The results: The buzz was outrageous. The army’s spokesman denied such unit exists and the campaign was widely discussed in the media, which moved tens of thousands of soldiers to look for Axe’s shower gel on store shelves – and gave us all reason to cheer. Click here view the banner or here to view the rich media.

The solution: Extreme banner interaction for the first time in history: a reality show on a banner ad Based on the basic elimination process we all know and love from famous reality shows (survivor, the bachelor, American Idol etc’) we created “The Couch” – a reality show which takes place on a banner ad. 5 contestants challenged each other for the title of “the last survivor on the couch” (each of them telling internet users why they should be the one to win). Internet users were invited to vote off their least favorite contestant. Each day at 18:00 the contestant which got most of the votes was eliminated from the couch. To increase interaction we also opened profile pages in social networks for all of the contestants. 

The results: The campaign was extremely successful – the daily elimination created great interest and suspense among tens of thousands of internet users, who literally got addicted to “the show” and voted each day. Other than that, the campaign created a huge buzz and received great amounts of exposure, both on and offline. Click to launch the banner.

Click here to view the embedded video.

The problem: There seems to be no differentiation between communication companies as employers (Our target audience looks at all call centers the same way).

The solution: Breakthrough personalization, assuring the target audience they’re CV’s are personally read and delivered to Cellcom’s HR division. 2 very special presenters were recruited for this campaign: Cellcom’s CEO (Mr. Amos Shapira) and Israel’s leading and extremely known P.R. man (Mr. Rani Rahav). In the campaign Mr. Rahav asked job seekers to upload their CV’s to a special website. After uploading them, an innovative technological interface we built scanned for certain words in the CV and created a special personalized video in which Mr. Rahav called Cellcom’s CEO and raved about the candidate according to their real skills. At the end of the video the CEO himself received the scanned CV and promised to transfer them to HR.

The results were outstanding: More than 20,000 CV’s were sent within a week, and huge media coverage ensued for the unique campaign – in newspapers, web sites, blogs and even TV shows.