Energy Bar: "LIVE CLOCK" Promo / PR Ad by Shalmor Avnon Amichay/y&r Interactive Tel Aviv

Category: Best Use of Television
Advertiser: STRAUSS GROUP
Product/Service: ENERGY BAR
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Aug 20 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Nir Livni (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Eylon Goren (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Art Director: Sagi Blumberg (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Copywriter: Yaron Perel (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisors: Dana Cogan/Liraz Kolodro (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Manager: Alon Segal (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Planning Director: Yehoram Davidi (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Planner: Liron Shechter (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Office Producers: Shira Robas/Marina Akilov (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Media placement: TV Campaign - 55 different spots - Channel 2, Channel 10, 24 Music Channel - 20 August 2009

Results and Effectiveness
"Energy" market share soared to an all time 40% record. Since the beginning of the campaign "Energy" sales have continued to grow by 16% month on month.

Creative Execution
We challenged all major TV stations in the country to reserve specific time slots and created the first synchronised TV Campaign that showed the spots' exact time of airing. IN REAL TIME. 55 different time-tagged TV spots were created. The concept: Every moment – Energy boost.

Insights, Strategy & the Idea
Energy bar sales had been dropping, so Strauss Foods asked us to relaunch their Energy bar. Our target: not your regular health freak but anyone who could do with an energy boost. So we decided to brand every moment, as a good moment for an energy boost and create a literal demonstration of the concept: "Every moment, Energy Boost".