iGo Promo, Case study 3D NAVIGATION by Gps Advertising

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Israel
Agency Gps Advertising
Creative Director Albert Knitler, Igal Levy
Copywriter Nir Ambar
Strategic Planner Lev Mikulitski
Released December 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: NAV&GO
Product/Service: GPS SOFTWARE
Date of First Appearance: Dec 18 2009 12:00AM
Entrant Company: GPS ADVERTISING, Tel Aviv, ISRAEL
Chief Creative Director: Ori Livny (GPS Advertising)
Creative Director: Igal Levy (GPS Advertising)
Copywriter: Nir Ambar (GPS Advertising)
Creative Director: Albert Knitler (Orso VFX)
3D Designer/Compositor: Roy Stein (Orso VFX)
Strategic Planner: Lev Mikulitski (GPS Advertising)
Chief Client Director: Yossi Aroueti (GPS Advertising)
Media placement: Newspaper Ad - "Yediot Aharonot" Weekend Edition - 18/12/2009

Results and Effectiveness
On the weekend the iGO ad was published, and in the days to follow, it became the talk of the day and was mentioned in TV programmes and other media channels as an innovative and pioneering ad. Israel's most popular comedy TV show even prepared a spoof commercial in the issue. Achieving business goals: according to client reports an increase of 36% in sales in the 3 months following the campaign, and a huge buzz in the stores. As far as brand name recognition and awareness, an increase of 28% was reported.

Creative Execution
The creative solution: We created the first 3D advertisement ever to be published in Israel. The iGO ad was published in the most popular newspaper in Israel, with special 3D branded glasses attached to every print (800,000 pieces). Furthermore, thanks to the cooperation of the newspaper who celebrated its 70-year anniversary, we even created 3D articles in the newspaper itself. The iGO ad presents the main boulevard in the city of Tel Aviv (which celebrated its 100-year anniversary) 50 years from now, and combines typical elements from present days, with a future-touch twist. The headline: iGo my way, years ahead in 3D navigation.

Insights, Strategy & the Idea
When an ad becomes multi-dimensional - The challenge: launching iGO by Nav&Go, which is the only GPS programme in Israel which is fully equipped in 3D interface. Target audience: technology and design-driven drivers, mainly early adapters who seek innovative navigation solutions. The unique idea: demonstrating iGO’s superiority in technology by giving drivers a glimpse of a future street scene in the city of Tel Aviv, with the first ever 3D print ad - a perfect fit between consumer motivation and product features by using special 3D glasses. The use of glasses increased consumer involvement with the brand. Perfect timing: the ad was launched prior to the screening of the most talked about 3D movie Avatar, and close to the 100-year anniversary of Tel Aviv and 70-year anniversary of Yediot Aharonot – Israel’s most popular newspaper.