DISLIKE PETITION by Y&R Tel Aviv for Atzum Task Force on Human Trafficking (TFHT)

DISLIKE PETITION

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Industry Public awareness
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Account Supervisor Yael Yuz, Amichay Kattan
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ATZUM
Product/Service: TASK FORCE ON HUMAN TRAFFICKING
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Jan 3 2011
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://yri.co.il/cannes/2011/atzum_dislike/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Sagi Blumberg/Roy Cohen/Yariv Twig (Shalmor Avnon Amichay / Y&R Interactive)
Copywriters: Liron Ben-Yacov/Sharon Refael/Oren Meir (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Dan Kashani/Gil Aviyam (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Tal Fishbain (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisor: Yael Yuz/Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Manager: Lia Gat/Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive)
YouTube Artist and Producer: Guy Dayan
Media placement: Internet - YouTube - 3 January 2011

Describe the brief/objective of the direct campaign.
The Task Force on Human Trafficking wanted to gain support for a law regarding trafficking in Israel, recruit the media and raise awareness. A different use of video on YouTube would stir up the reaction the Task Force wanted. For the first time people were asked to "Dislike" a video on YouTube. If you dislike what you see press the dislike button. The button fitted our cause perfectly.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The video, on a designed Task Force YouTube channel, shows a situation in which a man purchases a woman. At the end of the video people were invited to click on YouTube's Dislike button and express their protest.

Explain why the creative execution was relevant to the product or service.
Everyone wants their video to make it on YouTube. That's why everyone asks everyone to "like" their video. The Task Force on Human Trafficking wanted to raise awareness, but the issue that it's trying to raise awareness to - isn't "likable" at all. So they created a video with the opposite goal – They wanted it to become the most "disliked" video in the country. Awareness was raised by youtube banners and tweets.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The NO.1 most discussed video of the month in the country. The NO.1 top rated video of the month in Israel. And the NO.2 all time top rated Nonprofits & Activism video in Israel. And, if you "like" it or not at the moment it’s the most liked video in the country.