Tiv Taam Supermarkets Promo, Case study WHEN IN ROME… THE BEST ITALIAN FOOD IN ISRAEL by Mediacom Tel Aviv

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Industry Supermarkets
Media Promo & PR, Case study
Market Israel
Agency Mediacom Tel Aviv
Creative Director Ori Livni
Released July 2010

Credits & Description

Category: Best Localised Campaign
Product/Service: SUPERMARKET
Date of First Appearance: Jul 1 2010
Entrant Company: MEDIACOM ISRAEL, Ramat Gan, ISRAEL
Director / Media Planning: Gilad Kat (MediaCom)
Creative Director: Ori Livni (GPS Advertising)
Managing Director: Mody Perry (GPS Advertising)
Client Services Manager: Avishag Yona (GPS Advertising)
Communication Planner: Tali Michaeli (MediaCom)
Studio Manager: Yoni Herling (GPS Advertising)
Head of Creative Team: Igal Levy (GPS Advertising)
CEO: Dudu Fisher (Street Art)
Media placement: Outdoor Campaign (billboards, segways, airport) - Italy - 1/8/ 2010

Insights, Strategy & the Idea
Tiv Taam is an upmarket food retailer in Israel, offering a delicatessen-style experience. Every August it runs an Italian promotion but so do its rivals – we had to make the Tiv Taam message stand out.

We knew that people who genuinely loved Italian food often holidayed in Italy.
But we also realised that in the digital age, we take our social networks with us when we travel. The best bit of being on holiday can be boasting to our friends back home.

Our idea was to advertise Tiv Taam’s Italian special in Rome, the most popular Italian destination for Israeli tourists. We’d reach Israeli consumers and take them by surprise.

Digital photography and social networks would amplify our message with holiday boasts also acting as a call to action for consumers. Anyone bringing a photo of our ad campaign into a Tiv Taam store would get a free gift.

Creative Execution
We took Israeli tourists in Rome by surprise. As soon as they arrived at the airport the first message they saw was in Hebrew.

We used Hebrew posters across the city, sent branded Segways to key tourist destinations and branded the airport shuttle. No tourist would be able to miss us.

Our messages reached up to 20,000 tourists at any given moment, recruiting them as advocates for Tiv Taam and getting them to send our message home.

Every message told tourists and their friends how to get a free bottle of wine at Tiv Taam stores. All they had to do was bring a picture of the campaign with them when they made a purchase.

Results and Effectiveness
More than 100,000 tourists were exposed to our message, while the initiative was picked up by the Israeli media, attracting a million shekels (USD$270,000) worth of free coverage.

The buzz behind the project grew and every day hundreds of pictures were redeemed in exchange for fine Italian wine.

Best of all August 2010 was Good Taste’s best-ever month in terms of in-store traffic and sales.