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

WOMEN COMPARISONS

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Industry Public awareness
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Director Roy Shalem
Executive Creative Director Tzur Golan
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: Oct 20 2010
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://yri.co.il/cannes/2011/atzum_comp/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Yariv Twig/Roy Cohen/Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive)
Copywriters: Sharon Refael/Oren Meir/Liron Ben Yakov (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Gil Aviyam/Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director / Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive)
Designer / Branding: Gilad Boby (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Tal Fishbain (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisors: Yael Yuz/Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Managers: Lia Gat/Gadi Margulian (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Vered Golan (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Ayelet Esformes (Shalmor Avnon Amichay / Y&R Interactive)
Agency Producers: Marina Akilov/Shira Robas/Sigal Nugasy (Shalmor Avnon Amichay / Y&R Interactive)
Production Company: Eyal Naor (EXP)
Director: Roy Shalem
Photography: Eyal Nevo/Uriel Sinai
Public Relations: Anna Magin (Daniella Ribenbach Communications)
Recording Studios: (Shapam Soundhouse)
Comparison Site: (Zap)
Media placement: Internet - Zap Site - 20 October 2010

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. An estimated 3,000 women are living in Israel today having been smuggled into the country and sold and resold while being assaulted, starved and raped. The public isn't aware of what is happening in their back yards, in houses, in yards, Streets, flats and hotels. People look the other way. We wanted to take the issue of women trafficking out of the darkness and place it at the front of the Israeli scene. To reach a wide audience we needed that the media will pick up on our campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We collaborated with ZAP, the leading comparison site in the country and offered internet users a new category: Women Comparisons. By clicking on the woman of their choice the surfers were directed to a petition against women trafficking. People were directed to the site by banners and tweets.

Explain why the creative execution was relevant to the product or service.
We needed to create something controversial that will make headline news. We decided to objectify women to the extreme. To reach a wide audience we needed that the media will pick up on our campaign. We needed to create something controversial that will make headline news.

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.
22,738 joined the petition (note: Women Comparisons is part of a larger campaign). Average weekly exposure on ZAP site: 902,000. Media coverage (Channel 2, national newspapers and blogs)