Bezeq Promo, Case study MICHAEL JACKSON IS STILL ALIVE! by Acw Grey Tel-Aviv

Adsarchive » Promo , Case study » Bezeq » MICHAEL JACKSON IS STILL ALIVE!


Pin to Collection
Add a note
Industry Internet Service Providers, Telecommunications Services
Media Promo & PR, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Executive Creative Director Yonatan Stirin
Creative Director Shani Gershi
Copywriter Aharale Kidron, Aviram Levi
Account Supervisor Alon Armer
Released July 2009

Credits & Description

Category: Best Use of Online Advertising
Agency: ACW GREY
Date of First Appearance: Jul 13 2009 12:00AM
Entrant Company: ACW GREY , Tel Aviv, ISRAEL
Executive Creative Director: Yonatan Stirin (ACW Grey)
Creative Director: Shani Gershi (ACW Grey)
Interactive Creative Director: Raz Messing (Grey Interactive)
Copywriter: Aharale Kidron (ACW Grey)
Copywriter: Aviram Levi (ACW Grey)
Account Manager: Anat Leventon (ACW Grey)
Account Supervisor: Alon Armer (ACW Grey)
Account Executive: Goni Yaakobovicz (ACW Grey)
Agency Production Manager: Lilach Yitzhac (ACW Grey)
Agency Producer: Meital Tzoref (ACW Grey)
Interactive Art Director: Michael Fintch (Grey Interactive)
Interactive Designer: Nataly Letinsky (Grey Interactive)
Programmer: Avichay Eyal (Grey Interactive)
Search Engine: (Omgili)
Interactive Account Supervisor: Meirav Gil (Grey Interactive)
Interactive Account Executive: Nurit Levanon (Grey Interactive)
Media placement: Minisite - Internet - 03/07/2009
Media placement: Print Ads - Isreali Magazines - 03/07/2009

Results and Effectiveness
Word of the website spread quickly and people in Israel started talking about it, entering it and taking an active part in conversations about Jackson. Israeli media featured prime-time news pieces about the site, contributing to the exposure of Bezeq International's concept and spreading it even more. Millions of Jackson mentions have been registered in the site, a number that continues to grow daily. Over a hundred thousand Israelis were exposed to our message. Every user entering the site, and every new mention that gets logged on every second, keeps Michael Jackson alive, and Bezeq International's message alive with him.

Creative Execution
Bezeq International acquired the domain The website featured a big beating heart that is directly affected from real time conversations taking place right now anywhere across the cyber-world. Hovering over dots shows the user a preview of the content where Jackson is mentioned and clicking on it is takes him straight to the site itself. The site was introduced to the Israeli public through nationwide print ads that featured only the link with the website's address.

Insights, Strategy & the Idea
Brief: As the leading Internet service provider in Israel, Bezeq International wants to continuously show that the web is a world that lives and breathes in virtue of the users' activity. Challenge: On the 26th June, 2009 Michael Jackson the “King of Pop” passed away. We appreciated the potential of cyber mania Jackson's death would create, and took this opportunity to show that thanks to the surfers, web-Michael will continue to live forever.