BROCHURE BY DAY, CHIC BAG BY NIGHT by DraftFCB Tel Aviv for SARONA

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BROCHURE BY DAY, CHIC BAG BY NIGHT

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Israel
Agency DraftFCB Tel Aviv
Executive Creative Director Kobi Barki
Creative Director Ori Ganot
Art Director Ravit Sahar
Copywriter Itai Pizanti
Designer Reuven Givati
Producer Eti Naaman
Released September 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: GINDI HOLDINGS
Product/Service: SARONA RESIDENTIAL TOWERS
Agency: DRAFTFCB SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Account Executive: Mira Finkelstein (Shimoni Finkelstein Draftfcb)
Executive Creative Director: Kobi Barki (Shimoni Finkelstein Draftfcb)
Creative Director: Ori Ganot (Shimoni Finkelstein Draftfcb)
Art Director: Ravit Sahar (Shimoni Finkelstein Draftfcb)
Copywriter: Itai Pizanti (Shimoni Finkelstein Draftfcb)
Designer: Reuven Givati
Account Manager: Einav Meirovich (Shimoni Finkelstein Draftfcb)
Producer: Eti Naaman (Shimoni Finkelstein Draftfcb)
Media placement: Merchandise - POS - 18 September 2009

Describe the objective of the promotion.
As part of the marketing campaign for the Sarona Towers luxury apartment development, we were asked to create an aesthetic sales kit that was in line with the project's upscale urban image, and the developer's sophisticated and innovative character.

Describe how the promotion developed from concept to implementation
We decided to take the basic sales promotion kit a step further by re-designing it as a chic, prêt-a-porter travel bag that could be used when the sales info was removed. The kit was aimed at women - the primary decision-makers in the apartment's purchase. The inspiration: a kit that opens and closes like a window, through which modern architectural and interior design artifacts like metal profiles, glass and stainless steel cables could be viewed. To achieve stand-out, we showcased the bags on the shelves in the sales office - in contrast to cardboard boxes in which conventional brochures are usually stored.

Describe the success of the promotion with both client and consumer including some quantifiable results
The 'Sarona Bag' made an impressive contribution to the results of the overall integrated campaign. The thousands of bags we manufactured became sought after accessories, and mobile media channels, communicating the Big Idea wherever they went. In the month of the campaign, apartments worth around 224 million dollars were sold.

Explain why the method of promotion was most relevant to the product or service
Our travel bag-sales kit allowed us to make something eye-catching and thought-provoking that would create stand-out value for the sales office. By giving clients a tangible 'souvenir' once they left the sales office - we created a memorable and emotional connection between the prospect and property.