ALL NAMES IN THE COUNTRY SHARE THE LOGO by Y&R Tel Aviv for Strauss Group

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ALL NAMES IN THE COUNTRY SHARE THE LOGO

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Released February 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: STRAUSS GROUP
Product/Service: CONSUMER INVOLVEMENT PLATFORM
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Feb 27 2011
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive)
Creative Directors: Yaneev Avital/Roy Cohen/Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive)
Copywriters: Michal Perry/Nadav Raviv (Shalmor Avnon Amichay / Y&R Interactive)
Art Directors: Dan Shani/Adva Alon (Shalmor Avnon Amichay / Y&R Interactive)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive)
Account Supervisors: Hagit Erez/Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive)
Account Managers: Sivan Talmor/Lia Gat/Michal Kalish (Shalmor Avnon Amichay / Y&R Interactive)
Executive Creative Director, Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive)
Branding Director: Ayelet Gerzon (Shalmor Avnon Amichay / Y&R Interactive)
Branding Art Directors: Liraz Levy/Adi Sova (Shalmor Avnon Amichay / Y&R Interactive)
Branding Copywriter: Gil Katzir (Shalmor Avnon Amichay / Y&R Interactive)
Head of Strategic Planning: Yoni Lahav (Shalmor Avnon Amichay / Y&R Interactive)
Planning Director: Vered Golan (Shalmor Avnon Amichay / Y&R Interactive)
Planners: Ayelet Esformes/Inbal Leitner (Shalmor Avnon Amichay / Y&R Interactive)
Media placement: Billboards- Teaser - Across The Country - 27 February 2011
Media placement: Billboards- Answer - Across The Country - 3 March 2011
Media placement: TV - Channel 22, 10, 9, 24. - 3 March 2011
Media placement: Internet - Mako, Nana10, Walla - 6 March 2011
Media placement: Press - Yediot Aharonot, Ma'ariv, Israel Hayom - 11 March 2011

Insights, Strategy & the Idea
STRAUSS Group has a consumer involvement platform. But everybody's talking about consumer involvement, about sharing ideas, crowd-sourcing etc... STRAUSS wanted to take its consumer involvement platform a step further, make a bold move and show all its consumers that they are really part of the Strauss family.
STRAUSS Group originated as a family business, founded in 1936 by Hilda and Richard Strauss. Just like Heineken was founded in 1864 by Gerard Adrian Heineken, or many other family businesses that carry the name of their founders. The logo is an important part of what STRAUSS is and the way it has come. Changing The LOGO, which global companies never touch, let alone come near, was a declaration. Using all family names made sure people noticed the campaign which invited them to be part of STRAUSS's consumer involvement platform. Not just as customers but as a real part of the STRAUSS family.

Creative Execution
All 180,000 family names in the country replaced the well known STRAUSS name on the logo, giving all citizens in the country a personalized logo. It began with 6,000 STRAUSS employees who were surprised to see their personalized logo all over the factories and offices. The following day a national billboard campaign aired featuring the 500 most common family names in the country. TV spots showed many more and an online activity completed the campaign with all the country family names, randomly changing 24/7.

Results and Effectiveness
The campaign has only just begun (March 2011) and the numbers already speak for themselves: 5,700 ideas uploaded to the site. Average time spent on site: 5 min.