THE WAFER WAR by BBR Saatchi & Saatchi Israel for Strauss Group

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THE WAFER WAR

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Nadav Pressman
Art Director Eyal Segal
Copywriter Eran Shushu Spanier, Gidi Shamir
Account Supervisor Amit Alter
Editor Uri Dagan
Released November 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: STRAUSS GROUP
Product/Service: WAFER - SNACK
Agency: BAUMANN BER RIVNAY SAATCHI & SAATCHI
Date of First Appearance: Nov 14 2010
Entrant Company: BAUMANN BER RIVNAY SAATCHI & SAATCHI, Ramat Gan, ISRAEL
Entry URL: http://www.baflot.co.il/
Vice Creative Director: Yoram Levi (Baumann Ber Rivnay/ Saatchi & Saatchi)
Creative Director: Nadav Pressman (Baumann Ber Rivnay/ Saatchi & Saatchi)
Copywriter: Eran (Shushu) Spanier (Baumann Ber Rivnay/ Saatchi & Saatchi)
Art Director: Eyal Segal (Baumann Ber Rivnay/ Saatchi & Saatchi)
Vice President/ Agency Producer: Dorit Gvili (Baumann Ber Rivnay/ Saatchi & Saatchi)
Vice President, Client Service: Idit Zuckerman (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account Supervisor: Amit Alter (Baumann Ber Rivnay/ Saatchi & Saatchi)
Account Executive: Gili Nave (Baumann Ber Rivnay/ Saatchi & Saatchi)
Editor: Uri Dagan (Baumann Ber Rivnay/ Saatchi & Saatchi)
Senior Producer: Gali Starkman
Copywriter: Gidi Shamir (Baumann Ber Rivnay/ Saatchi & Saatchi)
Media placement: Internet - Banners /Facebook Banners - 14/11/2010
Media placement: T.V Commercial - Chenel 2/chenel 10 Muzic Chenel - 14/11/2010

Insights, Strategy & the Idea
Challenge :
Rejuvenate "Elite's Wafers", a leading
Israeli wafer product that lost it's appeal and market share.
Insight :
The Hebrew word for Wafer is- "Vafel".
However, Israelis sometimes use the slang expression and call it "Bafel".

Idea :
Let the consumer decide how to call the product- "Vafel or Bafel?".

Creative Execution
TV spots showed a debate between ELITE's CEO and Elite's advertising mascot over the "Vafel or Bafel?" question, then we invited consumers to take sides and vote through varies media touch points. After two and a half weeks, results were announced and the winner of the big debate was… Bafel!

ELITE's CEO released a video admitting defeat and requesting that the old "Vafel" brand name on the product's box be replaced by the people's choice- "Bafel". Making it the first consumer-inspired-product-name-change in Israel's history.

Results and Effectiveness
- Over a million votes on the campaign website, in a nation of just 7 million people.

- A total of 320 media mentions worth over $1,000,000.

- Product sales increased by 33.8% selling over half a million units.