THE BARBEQUE TOWELS by Gitam BBDO Tel Aviv for Israel Cancer Association (ICA)

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Industry Against Cancer
Media Direct marketing
Market Israel
Agency Gitam BBDO Tel Aviv
Creative Director Igal Hazan
Art Director Yael Gerzon
Copywriter Daniel Zaks
Released August 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Date of First Appearance: Aug 26 2009 12:00AM
Entrant Company: GITAM BBDO, Tel Aviv, ISRAEL
Chief Crative Director: Guy Bar (Gitam BBDO)
Creative Director: Igal Hazan (Gitam BBDO)
Copywriter: Daniel Zaks (Gitam BBDO)
Art Director: Yael Gerzon (Gitam BBDO)
Chief Executive Officer: Adi Cohen (Gitam BBDO - Soho)
Account Supervisior: Eldar Avraham (Gitam BBDO)
Account Manager: Noa Paz (Gitam BBDO)
Director of Print Production: Danielle Eshel (Gitam BBDO)
Media placement: Ambient Media - Coastal Shore - 26.08.2009

Describe the brief/objective of the direct campaign.
During the hot summer months, the Israeli beaches are filled with vacationers and tourists who love to spend hours sun tanning. To encourage awareness of the hazards of sun exposure and help change the fact that Israel is #2 country in the world with people suffering from skin cancer, we were asked to find a creative way to make people change their habits.

Explain why the creative execution was relevant to the product or service.
Most skin cancer campaigns are promoted via conventional media channels where people often get the message, but choose to ignore it while they are on vacation. We wanted to catch people’s attention and make an impact during that time.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
By creating an ambient marketing activity, we found a great way to show people the dangers of sun exposure up front and personal. By spreading hundreds of towels with a hot BBQ (Barbeque) grill design all along the coastal shore, we showed people the damage they do to themselves when lying unprotected on the beach. Representatives from the Israeli Cancer Association were on hand to talk to people and provide them with pamphlets on how to reduce the effects of the sun.

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 activity drew a 'buzz' on the beaches around the unusual 'hot towels'. Later on, the event received media coverage in the two major national TV channels. Also, receive exosphere on dozens Internet news and health sites. The campaign was chosen in one of the main marketing sites as the most creative and surprising campaign of the summer.