THE 102FM STREET CONQUEST by BBR Saatchi & Saatchi Israel for TEL AVIV RADIO 102 FM

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THE 102FM STREET CONQUEST

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Tal Perlmuter
Art Director Meron Sasson
Producer Alon Shmoelof, Hagai Aramati
Photographer Avishai Finkelstein
Released June 2010

Credits & Description

Category: Publications & Media
Advertiser: TEL AVIV RADIO 102 FM
Product/Service: RADIO STATION
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Date of First Appearance: Jun 16 2010
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI, Ramat Gan, ISRAEL
Vice President/ Creative Director: Yoram Levi (Baumann Ber Rivnay/ Saatchi & Saatchi)
Creative Director: Tal Perlmuter (Baumann Ber Rivnay/ Saatchi & Saatchi)
Art Director: Meron Sasson (Baumann Ber Rivnay/ Saatchi & Saatchi)
Vice President/ Agency Producer: Dorit Gvili (Baumann Ber Rivnay/ Saatchi & Saatchi)
Producer: Alon Shmoelof (Baumann Ber Rivnay/ Saatchi & Saatchi)
Vice President, Client Service: Gili Sasson (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account: Nataly Ziv (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account: Chen Grinshpan (Baumann Ber Rivnay/ Saatchi & Saatchi)
Producer: Hagai Aramati (Dovdean Company)
Photographer: Avishai Finkelstein
International Planner: Guy Gordon (Baumann Ber Rivnay/ Saatchi & Saatchi)
Media placement: Stickers - Main Streets Of Tel Aviv - 16/06/2010
Media placement: Press - 'Israel Today' - 18/6/2010

Insights, Strategy & the Idea
There are many radio stations in Tel Aviv, but only one is called RADIO TEL AVIV and it can be found at 102FM. We wanted all of Tel Aviv to associate the city with the eponymous radio station.

All the major streets in city have a number '102'.

Creative Execution
On one night, we turned all those number '102's into an advertisement for RADIO TEL AVIV. Stickers were glued onto the buildings, so that '102' became '102FM' with the station's logo.

Results and Effectiveness
Massive media coverage on television, in newspapers, online, and, of course, on the radio. Leading business daily 'Globes' declared the 102 guerrilla campaign the 2nd most talked about item on the Hebrew-language Web. And all this was achieved with a budget of only one thousand dollars.