SHOPPING CENTRE ANNOUNCEMENT by Gitam BBDO Tel Aviv for Nikol

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SHOPPING CENTRE ANNOUNCEMENT

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Israel
Agency Gitam BBDO Tel Aviv
Creative Director Danny Yaacobowich
Art Director Igal Ezra
Copywriter Oren Meir
Released December 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: HOGLA-KIMBERLY
Product/Service: NIKOL FLOOR WIPES
Agency: GITAM BBDO
Date of First Appearance: Dec 20 2009 12:00AM
Entrant Company: GITAM BBDO, Tel Aviv, ISRAEL
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 Supervisior: Hagai Leeran (Gitam BBDO)
Account Manager: Inbal Verner (Gitam BBDO)
Media placement: SHOPPING CENTER ANNOUNCEMENT - Shopping Centers - 20.12.2009

Results and Effectiveness
Results In just a few days of activity, with the same tricky announcement going on 8 times an hour each day, Nikol disposable floor wipes reached millions of people in dozens of shopping centres all over the country. In just one week only the whole stock was sold out.

Creative Execution
The Creative Idea Imagine, every time the announcer comes on the shopping centre’s PA system calling for a cleanup in one of the isles, he asks for a cleanup with a specific brand wipe. Nikol! We added to the existing and regular announcement some words that made all the difference. "Cleanup to isle 5, the floor is full of mud, please come with Nikol disposable floor wipe"

Insights, Strategy & the Idea
Nikol disposable floor wipes were launched for the first time in Israel last year. The Challenge To introduce the new Nikol floor wipes to the consumers. Therefore we decided to hunt them subconsciously, through the back door, at the most strategic place - near the product's selling point.