ODED THE PARKING GUY by McCann Tel Aviv for Goldstar

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Israel
Agency McCann Tel Aviv
Director Nitzan Ron
Creative Director Nir Levi
Art Director Maayan Froind, Galia Kedem
Copywriter Yoav Hebel
Strategic Planner Eldad Heilweil, Roni Pinchas
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TEMPO
Product/Service: GOLDSTAR BEER
Date of First Appearance: Feb 24 2010 12:00AM
Entrant Company: McCANN ERICKSON, Tel Aviv, ISRAEL
Entry URL: http://www.mdigital.co.il/cannes/OdedMachne.html
Vice President Creative: Eldad Weinberger (McCann Erickson)
Head of Content Development: Nir Refuah (McCann Erickson)
Creative Director: Nir Levi (McCann Erickson)
Director of Web & IT Development: Niv Kantor (McCann Erickson)
Art Director: Galia Kedem (McCann Erickson)
Art Director: Maayan Froind (McCann Erickson)
Copywriter: Yoav Hebel (McCann Erickson)
Creative Content: Dana Blum (McCann Erickson)
Vice President Clients: Shira Levy (McCann Erickson)
Strategic Planner: Eldad Heilweil (McCann Erickson)
Strategic Planner: Roni Pinchas (McCann Erickson)
Account Director: Shahar Ben Naim (McCann Erickson)
Account Executive: Stav Ofir (McCann Erickson)
Project Manager: Meital David (McCann Erickson)
Digital Designer: Miriam Moshinsky (McCann Erickson)
Senior Media Planner Universal Digital: Lital Zamir-Valariola (McCann Erickson)
Media Planner Universal Digitals: Snunit Fux (McCann Erickson)
TV Production Manager: Neva Zerah (McCann Erickson)
Stills & Radio Producer: Einat Gur-Arie (McCann Erickson)
Director: Nitzan Ron (McCann Erickson)
Media placement: Interactive - Portals, Facebook, Viral Video - 24/02/2010
Media placement: Radio - 100 FM, 102, 103 FM - 24/02/2010
Media placement: Posters - All over Tel Aviv - 24/02/2010
Results and Effectiveness
24 hours after the campaign was launched all the major news stations were after Oded the Parking Guy. They all wanted to learn more about his innovative enterprise. On top of the amazing media coverage, the Park Fight application broke any possible record. It was installed by over 275,000 users and became the most popular ever Facebook app in Israel. Over 2.5 million games were played and the app made it to the top 10 global most popular application that week.
Creative Execution
In order to start the fight we created Oded the Parking Guy. A fictional character that came up with ingenious business initiative: assist women park their cars. Oded published his new business everywhere. From posters, to radio, to a promotional online video that went viral in no time. In one week the whole country was arguing – who parks better? Women or men? The time was ripe to launch Park Fight – a Facebook application/parking simulator aimed at resolving that explosive question once and for all. How? By checking who parks faster and better, males or females?
Insights, Strategy & the Idea
Goldstar is the leading beer brand in Israel. We were asked to create a conversation around its tagline: Be grateful for being a man and have a beer. We figured that the best way to start a conversation is to start a fight. A parking fight. A fight that'll determine once and for all who parks better: men or women? We realised that this explosive question won't go unnoticed by our macho target audience, or by our brand’s loudest opponents.