Shapa Case study Card Boosters by BBR Saatchi & Saatchi Israel

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Card Boosters

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Industry TV Channels/Radio Stations and Programmes
Media Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Tomer Gidron
Art Director Nathan Freifeld
Copywriter Liron Cohen
Account Supervisor Yogev Weiss
Released February 2013

Credits & Description

Advertiser: SHAPA
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Category: Best Use of Audio
Advertising campaign: CARD BOOSTERS
Copywriter: Liron Cohen (Baumann Ber Rivnay Saatchi/Saatchi)
Vp Digital: Maayan Tirangel (Baumann Ber Rivnay Saatchi/Saatchi)
V.p Creative Director: Nadav Pressman (Baumann Ber Rivnay Saatchi/Saatchi)
Art Director: Nathan Freifeld (Baumann Ber Rivnay Saatchi/Saatchi)
Programmer: Leonid Angarov (Baumann Ber Rivnay Saatchi/Saatchi)
Executive Creative Director And Deputy Ceo: Yoram Levi (Baumann Ber Rivnay Saatchi/Saatchi)
Account Executive: Michal Yavin (Baumann Ber Rivnay Saatchi/Saatchi)
Account Supervisor: Yogev Weiss (Baumann Ber Rivnay Saatchi/Saatchi)
Head Of Production/Content: Dorit Gvili (Baumann Ber Rivnay Saatchi/Saatchi)
Digital Art: Michael Shely (Baumann Ber Rivnay Saatchi/Saatchi)
Vp-Group Account Head: Nir Federbush (Baumann Ber Rivnay Saatchi/Saatchi)
Creative Director: Tomer Gidron (Baumann Ber Rivnay Saatchi/Saatchi)
Digital Art: Udi Dunayer (Baumann Ber Rivnay Saatchi/Saatchi)

Execution
Marketing decision makers were invited to submit their contact information into a special website, and a few days later they received a new set of business cards, complete with a voice-over of their details, exciting background music, and some special effects. Each was designed and recorded with the individual person in mind, with the delivery and effects suited to their job and to their personality. The business cards themselves came with a QR code printed on them, which could be scanned to ‘hear’ the card. These were certainly cards that would not be forgotten among a pile of others.

Strategy
Everything comes across better with sound. Shapa, Israel’s largest radio media buyer, has for many years been promoting the use of radio advertising under this premise. In 2012, to target individual marketing decision-makers in a recessionary, budget-conscious environment, Shapa saw the opportunity in a very commonplace communication tool: the humble business card. We all know that business cards are unique and personal, but they still just end up in a collection of other generic cards. So Shapa decided to take these boring cards and give them a new sense of fun and distinctiveness, using the brand idea – The Power of Sound.

Effectiveness
Marketers loved their sound cards, and as word spread, Shapa received hundreds of requests for new business cards through the website. Each unique execution reminded them that messages really do come across better with sound, leading to a significant number of new clients for Shapa.