SPOT THE DIFFERENCES by Y&R Tel Aviv for ZAP.co.il

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SPOT THE DIFFERENCES

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Industry Website
Media Promo & PR, Case study
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Creative Director Yariv Twig
Creative Gideon Amichay
Account Supervisor Shiran Chen Barazani Account Manager:
Released February 2010

Credits & Description

Category: Best Use of Magazines
Advertiser: ZAP
Product/Service: PRICE COMPARISON WEBSITE
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative Director: Yariv Twig (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Creative: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Executive Client Director: Adam Avnon (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Supervisor: Shiran Chen Barazani (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Account Managers: Esti Smilg/Moran Miller (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)
Media placement: Press - 4 cover ads - Shoken Network "Haaretz" Magazines - "Achbar Haair" weekly culture and leisure m - 26 Febraury 2010

Results and Effectiveness
250,000 copies were distributed.

Creative Execution
For the magazine's special Carnival edition we decided to let adults be children again and play 'Spot the difference'. We made two magazine covers. The first one we did not touch. The second one printed on the following page had 10 differences. Readers opening the magazine to the second page were immediately prompted to spot the differences: 'Like to compare? Spot the 10 differences between the two covers. www.Zap.co.il – price comparison' To add to the fun; we created 4 different executions for the magazine's Carnival edition: 'Princess', 'Clown', 'Parade' and 'Pierot'.

Insights, Strategy & the Idea
Strengthen Zap as the no.1 comparison engine and website in the country. Comparing is a natural and instinctive human behaviour. Since childhood we have liked to play games of 'Spot the difference'.