LOW BATTERY by Y&R Tel Aviv for Strauss Group

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LOW BATTERY

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Industry Chocolate, Bars
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Nir Livni
Creative Director Eylon Goren
Art Director Yaron Perel
Copywriter Sagi Blumberg
Account Supervisor Liraz Kolodro
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: STRAUSS GROUP
Product/Service: ENERGY BAR
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Dec 3 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://www.yri.co.il/e/2010/energy/media.html
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Nir Livni (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Eylon Goren (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Copywriter: Sagi Blumberg (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Art Director: Yaron Perel (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Liraz Kolodro (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Manager: Alon Segal (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Account Supervisor: Dana Cogan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Programmer: Dima Patt (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Interactive Designers: Alona Redvanski/Ilya Phatelevich/Yaron Ben-Zaken (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Media placement: Internet Widget - Facebook And More Sites - 3 December 2009

Results and Effectiveness
Thousands were exposed to the widget which aired in March 2010 and received wide media exposure. Over the first days of airing, the widget was downloaded over 1,000 times and is still being downloaded. March sales increased by 16% vs. February 2010. * This was part of a larger campaign which included TVC

Creative Execution
Widget: we took the small, nearly unnoticeable low battery icon that pops up on your laptop screen when the battery is low, enlarged it so it would be noticeable, branded it with "Energy" and turned it into a media. This way, "Energy" reminds you to recharge both your computer and your body.

Insights, Strategy & the Idea
Like our laptops, our bodies as well need to be recharged. Laptop users often forget this. To reinforce awareness and top of mind for Strauss Food Group's new Energy bar, we created a little widget.