Credits & Description:
Type of Entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Title: THE BIG TRIP
Advertiser/Client: STRAUSS GROUP
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
DM/Advertising Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
V.P Creative Director: Yoram Levi
Creative Director: Nadav Pressman
Copywriter: Eran Shushu Spanier
Art Director: Eyal Segal
Copywriter: Tom Reuveni
VP Client Service: Dorit Gvili
Account Manager: Idit Zuckerman
producer: Gali Shtarkman
Producer: Bosmat Marmarely
Account Supervisor: Amit Alter
Account Executive: Gili Nave
VP Planning: Daniel Weissman
Planning Supervisor / International Planner: Nir Abraham/Guy Gordon
Digital Supervisor: Liza Assulin
Digital Creative Director: Eddie Goldenberg
Art Director Digital: Yaron Sage
Saatchi Designer: Shir Shefler
Saatchi Programmer: Steve Reiches
Digital Account: Inna Rozenfeld
New Media: Inbar Greenberg/Liron Cohen
Describe the brief from the client:
Re-invent the long running slogan "ALWAYS WITH YOU" for Israel's leading chocolate brand- "Elite's cow chocolate" in a fresh way that really shows consumers we're always with them.
The target was young Israeli backpackers that go on "THE BIG TRIP", an Israeli phenomenon
when 65% of young Israelis, prior to collage, head off for a long trip, typically to the Far East.
Since our brand's long running slogan is "ALWAYS WITH YOU" it was only right to truly show consumers we're always with them, even in remote places, far from home.
Our strategy was to use a designated team that would bring the loved chocolate brand to consumers in remote places in the world.
Describe the creative solution to the brief/objective.
Bring the homeland chocolate to young Israeli backpackers that go on "THE BIG TRIP", an Israeli phenomenon when 65% of young Israelis, prior to collage, head off for a long trip, typically to the Far East.
The young backpackers where stunned to see the team wherever they went and even more excited to receive their favourite chocolate hundreds of kilometres from home.
Describe the results in as much detail as possible.
-Videos of more than 200 travellers were aired, days later, on national prime time TV, banners, and a dedicated website.
-For some of the travellers’ families, we organized a special screening of their loved ones' greetings.
- Videos from the campaign reached tens of thousands of views during the 3-week campaign.
-The YouTube channel that hosted the videos became the 13th most viewed in Israel.
- Chocolate cow Sales went up by 17% in the following month
- We gave our consumers a unique experience and reminded them that Elite's Chocolate Cow is really always with them.
The Ambient Advert titled The Big Trip was done by Baumann Ber Rivnay Saatchi & Saatchi Ramat Gan advertising agency for product: Chocolate (brand: Strauss Group) in Israel. It was released in the Jun 2011.