TALKBACKS by Y&R Tel Aviv for Isracard More

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TALKBACKS

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Industry Credit Cards
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Art Director Roee Malul
Copywriter Nadav Raviv
Released October 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: ISRACARD
Product/Service: LOANS FOR EVERYONE
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Oct 18 2010
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://yri.co.il/cannes/2011/isracrd/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Lior Zaid/Sagi Blumberg/Roy Cohen (Shalmor Avnon Amichay / Y&R Interactive)
Copywriter: Nadav Raviv (Shalmor Avnon Amichay / Y&R Interactive)
Art Director: Roee Malul (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisors: Amichay Kattan/Liron Kohansky (Shalmor Avnon Amichay / Y&R Interactive)
Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive)
Media placement: Internet Campaign – 1,141,633 Banners - Walla - 18 October 2010

Describe the brief/objective of the direct campaign.
Isracard wanted to illustrate its message online: Immediate loans for everyone, existing and new customers. We wanted to reach as many people as possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In collaboration with WALLA! (The NO.1 portal in the country) Isracard created a personal banner for every commenter. For each and every one of them! Every commenter got a personalized banner with his nickname. So the banner spoke directly to them when they came back to see if their comments were confirmed. The campaign became a sort of media "machine" that created more and more personalized banners as more comment were left.

Explain why the creative execution was relevant to the product or service.
In our country everyone comments whenever and wherever they can. Because online comments need to be confirmed by the site's editor, they don't automatically get published. Therefore commentators will always come back to check if their comments were published.

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.
Every comment created another banner. 1,141,633 commenter’s were surprised to find their names starring in the banners. 78% increase in loans compared to 2009 according to Isracard's ANNUAL Financial Report 2010 (this campaign was one of 4 annual campaigns).