Tirat Zvi Promo, Case study SEND-WICH by Geller Nessis Leo Burnett

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Israel
Agency Geller Nessis Leo Burnett
Creative Director Dudu Dahan
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TIV TIRAT ZVI
Product/Service: PASTRAMI SLICES
Date of First Appearance: Nov 9 2009 12:00AM
Entry URL: http://site.e-dologic.co.il/cannes/tirat_tzvi/
Chief Executive Officer: Enon Landenberg (Publicis Israel)
Creative Director: Dudu Dahan (Publicis Israel)
Supervisor: Eyal Tal (Publicis Israel)
Account Manager: Inbal Cohen (Publicis Israel)
Art: Raviv Mordoch (Publicis Israel)
Media placement: internet - walla - 9/11/2009

Results and Effectiveness
In 8 days there were 74,325 unique visits to the site. The send-wich button was pressed 87,894 times and 7,696 sandwiches were delivered overall. Our campaign got a lot of attention in the media and created a buzz; two news programmes in Israel covered this campaign and spread the word about it.

Creative Execution
We created a site enabling the consumer to send a free sandwich to his friends with a personal message attached. Everyday 700 free sandwiches were delivered and in addition 300 sandwiches were delivered as donation to various non-profit organisations picked by the consumer. The site included a map showing in real-time all the locations sandwiches were being delivered to. The campaign was promoted via the radio, banners and TV commercials.

Insights, Strategy & the Idea
Tirat Tzvi is an established meat and sausage company. It launched a new pastrami size perfect for sandwiches and wanted to create hype around the new product and get the costumers' attention. Our brand idea was: good people do good things.