Willok DM DEATH CAN CATCH YOU ANYWHERE, ANYTIME by Mizbala

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DEATH CAN CATCH YOU ANYWHERE, ANYTIME

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Industry Software & Multimedia Productions, SaaS, Mobile applications
Media Direct marketing
Market Israel
Agency Mizbala
Executive Creative Director Dori Ben Israel Kario
Art Director Rona Sagi, Roey Jamal
Released March 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: WILLOOK
Product/Service: FACEBOOK APP
Agency: THE MIZBALA AGENCY
Date of First Appearance: Mar 10 2011
Entrant Company: THE MIZBALA AGENCY, Tel Aviv, ISRAEL
Executive Creative Director: Dori Ben Israel Kario (Mizbala)
Creative Partner: Erez Rubinstein (Twentythree)
Creative Partner: Yossi Tzarfati (Twentythree)
Account Manager: Michael Poraz (Twentythree)
Chief Technical Officer: Assaf Sela (Mizbala)
Developer: Edan Tal (Twentythree)
Art Director: Rona Sagi (Twentythree)
Art Director: Roey Jamal (Twentythree)
Musical Director: Yishay Raziel (Mizbala)
Voice: Jeff Laurence Gill (Mizbala)
Voice: Brad Dassy (Mizbala)
Voice: Nathen Knight (Mizbala)
Voice: Eric San (Mizbala)
Agency Producer: Dor Sinai (Mizbala)
Agency Producer: Liron Ashkenazi (Mizbala)
Agency Producer: Ginat Moyal (Mizbala)
Agency Producer: Max Chertkov (Mizbala)
Agency Producer: Amit Horesh (Mizbala)
Agency Producer: Hila Feder (Mizbala)
Agency Producer: Roy Lilian (Mizbala)
Media placement: Direct calls - Worldwide - 10 March 2011

Describe the brief/objective of the direct campaign.
'IF i DIE', is a unique Facebook application that enables people to leave a message that will only be published after they die. Since nobody thinks they will die anytime soon, In order to encourage people to use this app, we had to remind them that death can catch them anywhere, anytime, and that they’d better leave a message before it was too late.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Using the API of popular location based services (foursquare, Gowalla..), combined with twitter, 'Facebook places' and 'Google Latest', we were able to track thousands of check-ins worldwide. With this information we knew exactly where someone was in real time, and could communicate the message in person and that's exactly what we did. We called thousands of people from all over the world to their place of check-in and asked to speak with that person, after he was called to the phone, we've communicated our message in a personal way and reminded him that death can catch him anywhere, anytime.

Explain why the creative execution was relevant to the product or service.
We all know that one day we will die, but we don't like to think about it, because it's not going to happen anytime soon. Based on the strategy that "Death can catch you anywhere, anytime" and with an innovative use of location based services, we reminded people, that just like we did, death could also catch them anywhere, anytime and that they’d better leave a message before it was too late.

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.
Without any media budget at our disposal , the sudden and extensive interest that the campaign initiated produced numerous headlines in newspapers, blogs, radio and TV coverage, resulted in an 800% increase in recorded messages being left on “If I Die".