Israel Anti-Drug Authority Film, Digital Drugs Set Your Timeline [Video], 2 by McCann Tel Aviv

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Drugs Set Your Timeline [Video], 2

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Industry Against Drugs
Media Film, Digital, Interactive & Mobile
Market Israel
Agency McCann Tel Aviv
Creative Director Ami Alush
Copywriter Daniel Barak Interlude
Photographer Guli Cohen
Released February 2012


Golden Drum 2012
New or innovative New or innovative Silver Drum
Digital Social network & community Silver Drum

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Vp Creative Digital: Nir Refuah (McCann Digital)
Creative Director: Ami Alush (McCann Digital)
Art: Nir Hersztadt (McCann Digital)
Copywriter: Daniel Barak (McCann Digital)
Vice President, Clients: Shibolet Alkobi (McCann Digital)
Account Director: Keren Ashkenazi (McCann Digital)
Account Manager: Anna Svirinovsky (McCann Digital)
Stills/Radio Producer: Inbal Fanan (McCann Digital)
Photographer: Guli Cohen
Media placement: Facebook - Facebook Timeline - 5 January, 2012

Describe the objective of the promotion.
In recent years, drug abuse in Israel soared, becoming more and more socially accepted and almost normal.
The target audience is young adults (teenagers to 24 years old), surrounded by a 'wall of apathy' blocking the penetration of any educating messages about drug use. They 'know all there is to know' about the issue, and don't want to hear or learn more from formal authorities.
Thus, the objective of the campaign was clear – to break down the wall of apathy and to create a fresh and meaningful conversation regarding the hazards and consequences of using drugs.

Describe how the promotion developed from concept to implementation.
In order to show two parallel lifestyles involving drugs, We opened a new Facebook Timeline for a fictional 'Adam Barak' and divided it into 2 sections.
Using the split-screen layout, Adam shows a year in his life with and without drugs, demonstrating to our audience what their Timelines are liable to look like if they get addicted.

Explain why the method of promotion was most relevant to the product or service.
The IADA's 'product' is conversation, and consumer activation is basically to get them talking about drug abuse, implications and consequences. Therefore, we chose to promote in Facebook - the 'ground zero' of social activities among the target audience, with over 80% penetration in the TA.
By choosing to tag along to Timeline's launch we ensured everyone will be well aware of the activity. Moreover, as the Timeline page has specific attributes allowing consumer engagement ('like' button, 'share' option, wall writing and more) – consumer activation would be seamless and immediate.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The pinpointed promotion strategy resulted in enormous consumer activation! In the 8 days before being taken off Facebook, the page gained over 1m 'likes', hundreds of thousands of related conversations, shares and responses!
We recorded hundreds of thousands of alert, brave conversations in social networks among the Israeli audience, talking about the ugly truth that lies underneath the somewhat fashionable drug scene.
This razor-sharp campaign single-handedly tore down the wall of apathy, penetrating directly into the target audience social, creating engagement in a level far beyond what traditional media campaigns had achieved in recent years.