Title	EMOJEW. THE FIRST JEWISH EMOJI APP
Brand	LATET CHARITY
Product/Service	REDUCE POVERTY
Category	A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Entrant Company	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
Advertising Agency	BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL

Name	Company	Position
Yossi Lubaton	Baumann Ber Rivnay Saatchi/Saatchi	C.e.o
Nadav Pressman	Baumann Ber Rivnay Saatchi/Saatchi	V.p Creative Director
Amir Ariely	Baumann Ber Rivnay Saatchi/Saatchi	Creative Director
Shushu E. Spanier/Tomer Gidron/Matan Yedidya	Baumann Ber Rivnay Saatchi/Saatchi	Copywriter
Aia Bechor Kujnitzky	Baumann Ber Rivnay Saatchi/Saatchi	Art Director
Maayan Tirangel	Baumann Ber Rivnay Saatchi/Saatchi	V.p Digital Director
Oded Lavie	Baumann Ber Rivnay Saatchi/Saatchi	Digital Creative Director
Dorit Gvili	Baumann Ber Rivnay Saatchi/Saatchi	V.p Production/Content
Maya Solomon	Baumann Ber Rivnay Saatchi/Saatchi	Vp Group Account Head
Hadas Grossman	Baumann Ber Rivnay Saatchi/Saatchi	Vp Technologies
Yogev Atoon	Baumann Ber Rivnay Saatchi/Saatchi	Account Supervisor
Shirly Gershon/Alina Yavsenko/Reni Bracha Landau/Shirel Vasilisky	Baumann Ber Rivnay Saatchi/Saatchi	Account Executive
Gali Starkman	Baumann Ber Rivnay Saatchi/Saatchi	Creative Director
Ido Hirshberg	Baumann Ber Rivnay Saatchi/Saatchi	Illustrator
Michael Shely	Baumann Ber Rivnay Saatchi/Saatchi	Digital Art
Roy Zoaretz	Baumann Ber Rivnay Saatchi/Saatchi	Digital Developer
Shai Nissenboim	Baumann Ber Rivnay Saatchi/Saatchi	Vp Strategic Planning
Sivan Ramati	Baumann Ber Rivnay Saatchi/Saatchi	Strategic Planner
Dan Deutsch	Baumann Ber Rivnay Saatchi/Saatchi	Video Editor
Ariel Varber	Baumann Ber Rivnay Saatchi/Saatchi	App Designer

Results and Effectiveness

Emojew became the #1 app in it's category (iphone app store Entertainment category) Emojew became the #10 app in the overall iphone app store ranking Emojew got dozens of mentions in blogs and on social media Donations to Latet rose by 44% compared to last year But more importantly it seems like the EMOJEW app could be a great donation platform for many years to come.

Creative Execution

We know that people conduct most of their daily communication on their smartphones, so it was natural that we should look for a new way to raise money and increase donations through this medium. We analysed the most popular emoticons on the original emoji app, and created a parallel version containing 50 Jewish, New Year and Passover-specific symbols, such as gefilte fish, a smiley with a yarmulke, Pharoah and Moses in his basket. The app could be downloaded for free, and within it you could write a text message using all these icons, and post it to all the usual places: sms, Facebook, Twitter, etc. The app also doubled up as a fundraising platform. You could also click to donate meals to needy families via a secure platform from within the app.

Insights, Strategy and the Idea

In recent years, donations to Israeli charity 'Latet' were down for three reasons: 1. cellular operators were blocking text message donations; 2. emotional TV ads affected people less 3. we weren't approaching all our potential donors, since there are lots of Jews living outside of Israel. So we needed to think of an innovative way to encourage people to start donating again. Passover was coming up, and many needy families were hoping to have a meal sponsored by Latet. Traditionally at this time of year, many Jewish people like to send greetings to their loved ones, and these days they often do this via text message. We knew there had to be a way to connect these two things. So Emojew was born. The first Jewish emoji app!