ONE TIME ONLY COMMERCIAL by Gitam BBDO Tel Aviv for Nikol

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ONE TIME ONLY COMMERCIAL

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Industry Tissues & Towels, Household maintenance & pet products
Media Promo & PR, Case study
Market Israel
Agency Gitam BBDO Tel Aviv
Creative Director Danny Yaacobowich
Art Director Igal Ezra
Copywriter Oren Meir
Account Supervisor Hagai Leeran
Released May 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: HOGLA - KIMBERLY
Product/Service: NIKOL DISPOSABLE WIPES
Agency: GITAM BBDO
Date of First Appearance: May 14 2009 12:00AM
Entrant Company: GITAM BBDO, Tel Aviv, ISRAEL
Entry URL: http://212.143.213.175/Nikol/index.html
Chief Creative Director: Guy Bar (Gitam BBDO)
Creative Director: Danny Yaacobowich (Gitam BBDO)
Copywriter: Oren Meir (Gitam BBDO)
Art Director: Igal Ezra (Gitam BBDO)
Account Executive: Elika Merhavi (Gitam BBDO)
Account Supervisor: Hagai Leeran (Gitam BBDO)
Account Manager: Inbal Verner (Gitam BBDO)
Main Programmer: Guy Altman (Gitam BBDO)
Media placement: Internet - MSN.co.il - 14/05/2009

Results and Effectiveness
Results Even though it was a one-time campaign the results were truly not. The campaign created a wide buzz and full coverage on the leading media as a one-time-only campaign. Just like, Nikol's disposable fresh wipes.

Creative Execution
The creative idea In order to air the campaign on the Internet, an advanced technology was integrated which enabled to recognise the computer from which the ad has been already aired and therefore did not enable a second viewing. On trying to click for second viewings an administrator message appeared stating that "this commercial can’t be viewed more the one time".

Insights, Strategy & the Idea
A one time only product. A one time only commercial. Nikol disposable fresh wipe is a new product for stain cleaning in the kitchen. The new wipe is taking the place of regular multiple cloths. The main advantage of these wipes is that you can throw them after one use! The challenge: To cause our potential costumers not only to know about the deposable wipes, but to feel the one-time use quality of these special wipes.