THE SOCIAL POWER OF AN EMPTY TABLE by Y&R Tel Aviv for Latet

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THE SOCIAL POWER OF AN EMPTY TABLE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yariv Twig
Art Director Meron Sasson
Copywriter Sharon Refael
Producer Eyal Naor
Account Supervisor Liraz Kolodro
Released August 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: LATET
Product/Service: FUND RAISING EVENT
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Aug 30 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://www.yri.co.il/e/2010/latet/integrated.html
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Director: Yariv Twig (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Meron Sasson (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Sharon Refael (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Liraz Kolodro (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Alon Segal (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Office Producers: Shira Robas, Marina Akilov (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Producer: Eyal Naor
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Copywriters: Rani Sebag, Nadav Raviv, Roy Cohen (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Account Supervisor: Dana Cogan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Project Manager: Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Account Executive: Esti Smilg (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Flash Designer: Alona Redvansky
Media placement: Internet - Minisite, Facebook - 30 August 2009
Media placement: Outdoor / Ambient - Rabin Square, Tel Aviv - 30 August 2009
Media placement: Press - Nationwide Newpapers: Yediot Ahronot, Israel Hayom and more - 2 September 2009
Media placement: Internet Banners - Mako, Zap, Walla - 2 September 2009

Describe the brief/objective of the direct campaign.
2 weeks before the Jewish New Year, Latet - an organization distributing food to the needy, asked us to help them raise 200.000 Holy Day meals for the hungry.

Explain why the creative execution was relevant to the product or service.
Festive tables symbolise the holyday spirit and during the holidays, people like to do good. Crossing the square, people could not stay indifferent to the mass of empty tables. Thanks to the internet and widespread of mobile phones, they could do something about it immediately. Thousands sent an sms and received a code which gave them access to the campaign website where they joined a virtual New Year's table. Users who opened a table, had an interest in filling it and quickly shared their experiences with their Facebook friends urging them to donate, join and spread the message even further.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A protest exhibit on the Rabin Square - Israel's most important place of protest: 1.3 kilometers of dinner tables laden and ready for a big HolyDay dinner. But this was not a dinner. Nothing was served. It was a protest. Behind the tables, a single message: Give 200,000 Holy Day meals. Send an sms to give a meal 1 sms = 1 meal www.Latet.co.il The power of an empty table was also the insight for the web activity: A platform inviting surfers to join virtual New Year dinner tables and share their experience with Facebookers. Print ads helped raise more awareness.

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.
203,105 Holy Day meals donated Thousands sent an sms immediately. The collected data, 109,083 mobile numbers, was used for continuing the dialog with Latet supporters: First with a thank you SMS and 3 months later with another SMS call to action for Passover 2010. 22.2% responded within the first 2 hours donating another 24,262 meals.