Eran Film, Digital, DM, Case study Eran: When Facing Distress – Dial 1201 by McCann Tel Aviv

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Eran: When Facing Distress – Dial 1201

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Industry Social Services
Media Film, Digital, Interactive & Mobile, Direct marketing, Case study
Market Israel
Agency McCann Tel Aviv
Art Director Nir Hersztadt
Copywriter Tal Schweiger
Released August 2011

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: ERAN
Product/Service: YOUTH IN NEED
Vice President, Creative: Nir Refuah (McCann Erickson Israel)
Art Director: Nir Hersztadt (McCann Erickson Israel)
Copywriter: Tal Schweiger (McCann Erickson Israel)
Media placement: Ambient - The Israel Museum - 10 July, 2011

Describe the brief/objective of the direct campaign.
Eran, Israel's emotional first aid service, needed to familiarise people with its short number – 1201.
We wanted to target people who wouldn't necessarily need the service, but might know someone who does.
The strategy was to catch these people in a surprising manner and create a blunt interruption to their day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We contacted The Israel Museum, Israel's largest art museum, and attached an audio guide number of 1201 to a painting that expresses a deep feeling of distress.
For 2 weeks, museum visitors who faced this painting and dialed 1201, got the following message:
In Leon Kossoff's 'Father Seated in Armchair', the father sits diagonally, looking down. He is hunched and self-absorbed.
In Israel there are thousands of people who need emotional aid but don't know where to turn.
If you see somebody in distress, please help him get help. Call Eran by dialing 1201 , just as you have dialled now.

Explain why the creative execution was relevant to the product or service.
This message caught the visitors off-guard, creating an interference within their museum experience – an interference that couldn't be ignored.
Not only did the visitors get the message of calling Eran when facing somebody in distress, they also learnt the number by way of experience.
The campaign also went to show that even in places where you least expect it, you might find somebody in distress.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The surprising experience led museum visitors to encourage fellow visitors to listen to the audio guide, and although we can't ensure it, it's safe to say that some of them
helped spread the message in a mouth-to-ear manner.
Various websites across the net also published articles describing the campaign and highlighting its importance.