YOUR SADDEST FACEBOOK FRIEND by McCann Tel Aviv for YELLOW Fun To Go

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YOUR SADDEST FACEBOOK FRIEND

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Industry Website
Media Direct marketing
Market Israel
Agency McCann Tel Aviv
Creative Director Nir Levi
Art Director Maayan Froind, Galia Kedem
Copywriter Yoav Hebel, Asaf Zelicovitch
Account Supervisor Reut Frenkel
Strategic Planner Dan Weinstein
Released October 2009

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertiser: PAZ
Product/Service: YELLOW - CONVENIENCE STORE CHAIN
Agency: McCANN ERICKSON
Date of First Appearance: Oct 18 2009 12:00AM
Entrant Company: McCANN ERICKSON, Tel Aviv, ISRAEL
Entry URL: http://www.mdigital.co.il/cannes/Yellow.html
Creative Vice President: Eldad Weinberger (McCann Erickson)
Head of Content Development: Nir Refuah (McCann Erickson)
Creative Director: Nir Levi (McCann Erickson)
Director of Web and IT Development: Niv Kantor (McCann Erickson)
Art Director: Galia Kedem (McCann Erickson)
Art Director: Maayan Froind (McCann Erickson)
Copywriter: Asaf Zelicovitch (McCann Erickson)
Copywriter: Yoav Hebel (McCann Erickson)
Creative Content: Dana Blum (McCann Erickson)
Client Vice President: Orit Rahmani (McCann Erickson)
Account Supervisor: Reut Frenkel (McCann Erickson)
Account Manager: Benny Yosef (McCann Erickson)
Planning Director: Shira Levy (McCann Erickson)
Strategic Planner: Dan Weinstein (McCann Erickson)
Digital Designer: Miriam Moshinsky (McCann Erickson)
McCann Digital: Gur Shalom (McCann Erickson)
McCann Digital: Lion Dada (McCann Erickson)
McCann Digital: Ron Rochman (McCann Erickson)
Sudio Digital: Barak Cohen (McCann Erickson)
Sudio Digital: Keren Mantzur (McCann Erickson)
Media placement: Facebook Campaign - Facebook - 18/10/2009

Describe the brief/objective of the direct campaign.
Yellow, the largest on-the-road convenience store chain in Israel, tasked us with launching their private label – Yellow Fun to Go. A product line which includes a variety of foodstuff aimed at making any trip more enjoyable and more fun. We figured that sad people are the ones most in need for some fun. The challenge was finding those gloomy souls. But we couldn't do it ourselves. We needed our target audience, 25-40 year old drivers, to help us find these people.

Explain why the creative execution was relevant to the product or service.
Yellow Convenience Stores position themselves as Israel's fun pit stops. As part of their positioning strategy they launched Yellow Fun to Go. A product line with yummy foodstuff aimed at lifting up people's spirits. And since sad people are the ones most in need of a fun-boost, Your Saddest Friend helped locate those gloomy souls and cheer them up. The world's first emotion based coupon distribution mechanism did it in the best way possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Enter Yellow's "Your Saddest Friend" a Facebook application which scans your friends' status updates and look for sad-ish keywords. The app grades the “sadness” level of your friends and points out the saddest ones. But finding these sad friends wasn't enough - we wanted to cheer them up. So we sent them cellular coupons for free Yellow Fun to Go products. To help spread the word, the application published on users' profiles who is their saddest friend, encouraging others to find their saddest friend too. Web banners were also used to inform people about the application.

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.
In just two weeks over 167,000 unique visitors were exposed to the application and more than 45,000 people installed the app and used it to find out who their saddest friends are. And more importantly, 4,000 sad people used their cellular coupons and tried out Yellow's special fun and tasty product line.