OMRI CASSPI by Y&R Tel Aviv for YNET

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OMRI CASSPI

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Industry Publishing, streaming & media, Website
Media Promo & PR
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Nir Livni
Creative Director Eylon Goren
Art Director Sagi Blumberg
Copywriter Yaron Perel
Account Supervisor Liraz Kolodro
Released December 2009

Credits & Description

Category: Publications & Media
Advertiser: YNET
Product/Service: ONLINE NEWS SITE
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Dec 31 2009 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://www.yri.co.il/e/2010/casspi/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Nir Livni (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Director: Eylon Goren (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Art Director: Sagi Blumberg (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Copywriter: Yaron Perel (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Liraz Kolodro (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Maya Yagel (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Copywriter: Nadav Raviv (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Project Manager: Amichay Kattan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Programmer: Dima Patt (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Designer: Sasha Korinman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Media placement: Internet - Ynet Banners & "Vote Casspi" Minisite - 31 December 2009

Describe the objective of the promotion.
Reinforce Ynet's positioning as Israel's leading online news website and show the nation that it takes their concerns and passions very seriously…seriously enough to do something about them.

Describe how the promotion developed from concept to implementation
Ynet Israel’s leading online news site led a campaign to send Omri Casspi, Israel's 1st NBA player, to the 2010 All Star Game. How? By channeling its readers' passion into active engagement: It collaborated with Omri Casspi fans and gave tens of thousands of them a platform to share their support. The "Vote Casspi All-Star 2010" campaign was a special mini-site which showed fans how to vote, how many votes had been cast and how many were still needed to get him into the game.

Describe the success of the promotion with both client and consumer including some quantifiable results
Fans twittered about the campaign, discussed it on Facebook and debated about it on forums. National and international sports blogs wrote about the campaign, and it was also mentioned on NBA fan sites around the world. In two weeks more than 60.000 votes were cast for Casspi from 114 countries around the world. Casspi made it and became the 1st Israeli to play in the All-Star. He scored 13 points.

Explain why the method of promotion was most relevant to the product or service
Israelis have always been passionate about Basketball. But never before have they had an Israeli player make the NBA team: a cause for National pride. Now for the first time in NBA history – Israelis had a personal stake in the All Star game. Voting made it possible for Israeli fans to get Casspi into the team and take part in the 'All Star' experience in spite of the long distance.