CHAMPIONS LEAGUE by Y&R Tel Aviv for Teva

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CHAMPIONS LEAGUE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yaneev Avital
Art Director Nathan Freifeld
Copywriter Oz Frenkel
Account Supervisor Tal Cohen
Released May 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: TEVA
Product/Service: OPTALGIN PAINKILLER
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: May 27 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Yaneev Avital (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Copywriter: Oz Frenkel (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Art Director: Nathan Freifeld (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Tal Cohen (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Manager: Revital Levy (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Office Producers: Sigal Nugasy/Rachel Meshulam (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Planning Director: Yehoram Davidi (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Planner: Liron Shecter (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Media placement: TV Sponsorship - Channel 2 Live Broadcasting - 27 May 2009

Results and Effectiveness
The match achieved a 31.2% nationwide rating. A great score for Optalgin.

Creative Execution

On May 27th, Israeli Channel 2 TV broadcasted the UEFA Champions League Final. On this occasion we introduced a series of superimposed sponsorship ads for Optalgin painkillers. Each time a player from Barcelona or Manchester United hit the ground after a foul, a slide appeared at the bottom of the screen: "Optalgin. Strong for strong pain." This was done by synchronizing the real-time live action with the sponsorship ads so the most effective shots of fallen players were captured. The sponsorship effectively showed the solution to a real problem and tied the product benefit (pain relief) to the real-time action in the game (injury & pain).

Insights, Strategy & the Idea

Football players are known for their extravagant displays of pain. We decided to leverage the UEFA Champions League Final match to showcase the ultimate relief for strong pain: Optalgin painkillers.