Israel Lottery DM ARELA, PLEASE CALL ME! by Gitam BBDO Tel Aviv

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Industry Lottery & Gambling
Media Direct marketing
Market Israel
Agency Gitam BBDO Tel Aviv
Executive Creative Director Eran Bar Yochai
Creative Director Hadas Liwer
Art Director Gilad Hirsch
Copywriter Yohai Asher
Account Supervisor Yael Meltzer
Released October 2010

Credits & Description

Category: Loyalty/Continuity Schemes
Product/Service: LOYALTY PROGRAM
Date of First Appearance: Oct 24 2010
Entrant Company: GITAM BBDO, Tel Aviv, ISRAEL
Chief Creative Officer: Guy Bar (Gitam BBDO)
Executive Creative Director: Eran Bar-Yochai (Gitam BBDO)
Creative Director: Hadas Liwer (Gitam BBDO)
Art Director: Gilad Hirsch (Gitam BBDO)
Copywriter: Yohai Asher (Gitam BBDO)
Vice President Client Service: Dror Tankus (Gitam BBDO)
Advertiser's Supervisor: Yuval Vaingast (Gitam BBDO)
Account Supervisor: Yael Meltzer (Gitam BBDO)
Account Executive: Keren Izkovich Buzaglo (Gitam BBDO)
Account Manager: Aviya Sagie (Gitam BBDO)
Media Account Director: Dikla Edri (Gitam BBDO)
Media Planner: Shira Fis (Gitam BBDO)
Internet Media Planner: Dana David (Gitam BBDO)
Media placement: Radio Champaign - 88FM, Reshet B', Reshet G', 91.8FM. - 24.10.2010
Media placement: Radio Champaign - 99FM, 100FM, 102FM, 91FM. - 31.12.2011

Describe the brief/objective of the direct campaign.
Pais is the members club of the Israeli lottery.
In recent years, Pais membership cancellations were on the rise
due to the fact that members simply didn't believe
that winning big prizes was actually possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To put a stop to membership cancellations by exposing the deserters
to real members who won big prizes.

Explain why the creative execution was relevant to the product or service.
In Israel, Pais members are notified they won via a phone call
made by a Pais employee named Arela.
To emphasize that these telephone conversations actually happen
on a daily basis, we decided to air them to the public.
In order to increase their authenticity, we chose to air Arela's phone calls
live on the radio.
We partnered with Israel's most popular radio station and together created
a daily segment in which Arela would notify a Pais winner on live radio!

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.
Membership cancellations declined by 29%
The number of new members rose by 98%
With a minimal investment of 90,000 NIS a month,
the campaign yielded PR worth 2,500,000 NIS!