Bezalel Academy Of Art And Design DM AN OUTDOOR FOR EVERY ART STUDENT by Y&R Tel Aviv

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Industry Education
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Released February 2011

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: BEZALEL
Date of First Appearance: Feb 16 2011
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/Lior Zaid (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Meital Miller/Dan Kashani (Shalmor Avnon Amichay / Y&R Interactive)
Copywriters: Itay Pizanti/Maayan Dar (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director, Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive)
Branding Director: Ayelet Gerzon (Shalmor Avnon Amichay / Y&R Interactive)
Branding Art Director: Idan Arbesman (Shalmor Avnon Amichay / Y&R Interactive)
Studio Manager: Karin Mazor (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisors: Hagit Erez/Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Managers: Sivan Talmor/Livnat Mizrachi/Lia Gat/Michal Kalish (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Matan Lerman (Shalmor Avnon Amichay / Y&R Interactive)
Planner: Nili Rabinowitz (Shalmor Avnon Amichay / Y&R Interactive)
Media placement: Billboards - Bus Stations, Motion Guides - 16 February 2011

Describe the brief/objective of the direct campaign.
For its annual registration campaign, and to attract future students, Bezalel wanted to create a campaign that will reach as many potential students as possible. We decided to use the current 1500 Bezalel student to help us.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Bezalel decided to honour its current students. 8 Art & Design Departments, 1500 students, 1500 different art works, 1500 different locations. Turning Israel into a giant art exhibition.
An online gallery, allows people to view all projects with Google Maps, showing the exact location by city and street, and everything could be shared. 1500 Art & Design students became ambassadors sharing their projects and their locations with the world and inviting future students to register for the Academy.

Explain why the creative execution was relevant to the product or service.
Every art student dreams of seeing his work exhibited and exposed to the world so all Bezalel current student were happy and willing to pitch in. We used their works to show everyone what Bezalel is all about. What better way to attract future students than to let them interact with current students and see their creations. We allowed everything to be shared via Google maps, facebook and twitter and the students became Bezalel's ambassadors.

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.
1,500 different posters and locations all over the country. 95,004 visitors to the outdoor gallery website. 66,898 of them came from facebook more than 50% of traffic was spread virally via social media. Average time spent on site: 1:27min.