Нестандартная реклама "The Big Trip", рекламодатель: Strauss, агентство: BBR Saatchi & Saatchi Ramat Gan
Название: The Big Trip
Агентство: BBR Saatchi & Saatchi Ramat Gan
Рекламодатель: Strauss
Страна: Израиль
Сектор бизнеса: Кондитерские изделия, десерт
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Yoram Levi | Baumann Ber Rivnay Saatchi & Saatchi | V.P Creative Director |
| Nadav Pressman | Baumann Ber Rivnay Saatchi & Saatchi | Creative Director |
| Eran Shushu Spanier | Baumann Ber Rivnay Saatchi & Saatchi | Copywriter |
| Eyal Segal | Baumann Ber Rivnay Saatchi & Saatchi | Art Director |
| Tom Reuveni | Baumann Ber Rivnay SaatVP Client Servicechi & Saatchi | Copywriter |
| Dorit Gvili | Baumann Ber Rivnay Saatchi & Saatchi | VP Client Service |
| Idit Zuckerman | Baumann Ber Rivnay Saatchi & Saatchi | Account Manager |
| Gali Shtarkman | Baumann Ber Rivnay Saatchi & Saatchi | producer |
| Bosmat Marmarely | Baumann Ber Rivnay Saatchi & Saatchi | Producer |
| Amit Alter | Baumann Ber Rivnay Saatchi & Saatchi | Account Supervisor |
| Gili Nave | Baumann Ber Rivnay Saatchi & Saatchi | Account Executive |
| Daniel Weissman | Baumann Ber Rivnay Saatchi & Saatchi | VP Planning |
| Nir Abraham/Guy Gordon | Baumann Ber Rivnay Saatchi & Saatchi | Planning Supervisor / International Planner |
| Liza Assulin | Baumann Ber Rivnay Saatchi & Saatchi | Digital Supervisor |
| Eddie Goldenberg | Saatchi Interactive | Digital Creative Director |
| Yaron Sage | Saatchi Interactive | Art Director Digital |
| Shir Shefler | Saatchi Interactive | Saatchi Designer |
| Steve Reiches | Saatchi Interactive | Saatchi Programmer |
| Inna Rozenfeld | Saatchi Interactive | Digital Account |
| Inbar Greenberg/Liron Cohen | Saatchi Interactive | New Media |
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.
Creative Execution: 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.
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