Yes Satellite Tv Promo YES REFEREE by McCann Tel Aviv

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Industry TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR
Market Israel
Agency McCann Tel Aviv
Director Peretz Markish
Creative Director Sigal Abudy
Art Director Guy Laufer
Copywriter Ami Alush, Asaf Zelicovitch
Account Supervisor Julia Yablonsky
Strategic Planner Eldad Heilweil
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Product/Service: MAXHD TV
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: McCANN ERICKSON, Tel Aviv, ISRAEL
Entry URL:
Vice President Creative: Tal Raviv (McCann Erickson)
Head Of Content Development: Nir Refuah (McCann Erickson)
Creative Director: Sigal Abudy (McCann Erickson)
Art Director: Guy Laufer (McCann Erickson)
Copywriter: Asaf Zelicovitch (McCann Erickson)
Copywriter: Ami Alush (McCann Erickson)
Deputy General Manager: Shai Goren (McCann Erickson)
Account Supervisor: Julia Yablonsky (McCann Erickson)
Account Manager: Hanny Kadosh (McCann Erickson)
Strategic Planner: Eldad Heilweil (McCann Erickson)
Digital Production Manager: Tammy Katz-Zara (McCann Erickson)
Media Planner, Universal Digital: Yael Golan (McCann Erickson)
Media Planner, Universal Digital: Lior Shvo (McCann Erickson)
Stills & Radio Producer: Einat Gur-Arie (McCann Erickson)
Web Programmer: Dan Efter (McCann Erickson)
Web Designer: Shay Maya (McCann Erickson)
Director: Peretz Markish
Shai Peleg: Shai Peleg
Executive Producer: Adva Benor
Production Company: Time Line
Media placement: Internet - Online - 6/7/2009

Describe the objective of the promotion.
We wanted to tell all the fanatic sports fans out there about Yes MaxHD. A new device which combines HD resolution with DVR capabilities and enables people to see the smallest details by pausing and rewinding critical moments. In other words, Yes MaxHD is the dream machine for sports fans who want to double check any move in the game.

Describe how the promotion developed from concept to implementation
We targeted the fans of the most popular sport in Israel, soccer, and did the unthinkable: we made a soccer referee admit he was wrong. We picked the ten most controversial calls in Israel's soccer history and invited the soccer referees who made them to revisit those decisions…lo and behold, after watching those moments on Yes MaxHD, the referees were willing to admit for the first time they were wrong – and were even ready to apologise to the fans. The videos were uploaded to a website where fans could order Yes MaxHD devices by calling a dedicated number.

Describe the success of the promotion with both client and consumer including some quantifiable results
Apart from the great buzz the campaign stirred, the sales results were amazing. Yes expected to sell 40,000 MaxHD devices but they sold no less than 60,000! That's 150% of the sales forecast! And equally important the perception consumers have of Yes as the leading HD provider rose from 6% to 10% over their main competitor.

Explain why the method of promotion was most relevant to the product or service
Yes's Referees Redemption was right on the nose as it showed the product's benefit in the most relevant way. The fact that some of Israel's most controversial calls in Israeli soccer were resolved thanks to Yes MaxHD made sports fans realise there's a new way to watch sports on TV.