SOLARIA - SUN LIGHT by BBR Saatchi & Saatchi Israel for Shikun & Binui Solaria

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SOLARIA - SUN LIGHT

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Industry Real Estate
Media Promo & PR, Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Eran Nir
Copywriter Tomer Gidron
Creative Raphael Nattiv
Account Supervisor Amit Alter
Released January 2011

Credits & Description

Category: Best Use of Print
Advertiser: SHIKUN & BINUI
Product/Service: INFRASTRUCTURE, REAL-ESTATE AND ENVIRONMENTAL GROUP
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Date of First Appearance: Jan 20 2011
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI, Ramat Gan, ISRAEL
V.P Creative Director: Yoram Levi (Baumann Ber Rivnay/ Saatchi & Saatchi)
Creative Director: Eran Nir (Baumann Ber Rivnay/ Saatchi & Saatchi)
Copywriter: Tomer Gidron (Baumann Ber Rivnay/ Saatchi & Saatchi)
Creative: Raphael Nattiv (Baumann Ber Rivnay/ Saatchi & Saatchi)
Illustrations: Elina Schwartz (Baumann Ber Rivnay/ Saatchi & Saatchi)
V.P Client Service: Idit Zuckerman (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account Supervisor: Amit Alter (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account Executive: Inbar Ben-Ari (Baumann Ber Rivnay/ Saatchi & Saatchi)
Chief Executive Officer: Alon Hochdorf (Zenit Media/ Baumann Ber Rivnay)
Chief Executive Officer: Gabi Attal (Zenit Media/ Baumann Ber Rivnay)
Media Commercial Director: Yoram Rosenblum (Zenit Media/ Baumann Ber Rivnay)
Media Buyer Planner: Liran Malka (Zenit Media/ Baumann Ber Rivnay)
Media placement: Newspaper - Yedioth Ahronoth - 20/1/2011
Media placement: Newspaper - The Marker - 26/1/2011
Media placement: Newspaper - Calcalist - 26/1/2011
Media placement: Newspaper - Globes - 3/2/2011
Media placement: Newspaper - Ma'ariv - 4/2/2011

Insights, Strategy & the Idea
SHIKUN & BINUI Solaria is a company within the SHIKUN & BINUI Group focusing on utilizing solar energy. Its business model revolves around renting rooftops and setting up solar systems. The rooftop owners benefits from a fixed income over the lifetime of the system.
The objective was to sow how sunlight may change the viewer's (rooftop owner's) perspective.
The target audience was mass market, rooftop owners. They realize SHIKUN & BINUI cares for the environment, but are not necessarily aware of the ways solar energy may impact them.
The unique insight was to allow the sun to reveal the message:
You can benefit from the sun, produce a steady income from solar energy systems.

Creative Execution
It is actually a regular print on a regular newspaper that works simply by putting the ad in front of the light source so that one side is printed without any colours and with just the one line of copy in the middle and then the back page is a "mirror print" that contains the colours, logo and the second heading. When you hold it in front of a light source, the colours from the back are reflected together with the logo and the second heading.
The medium was the message.
The campaign was published in three leading daily national newspapers and in 3 leading business newspapers within January 20th and February 4th.

Results and Effectiveness
The activity helped SHIKUN & BINUI Solaria to stand out in a rooftop market cluttered with similar messages.
Following the campaign the number of calls/ share of leads …