| Title | THE EGG WALK |
| Brand | DELTA |
| Product/Service | MATCHTONIM |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
Entrant Company
|
ACW GREY TEL AVIV, ISRAEL
|
|
Advertising Agency
|
ACW GREY TEL AVIV, ISRAEL
|
|
Media Agency
|
MEDIACOM ISRAEL Tel Aviv, ISRAEL
|
|
Production Company
|
BOLD Tel Aviv, ISRAEL
|
Credits
| Tal Riven |
Acw Grey Tel Aviv |
Chief Creative Officer |
| Idan Regev |
Acw Grey Tel Aviv |
Creative Director |
| Kobi Cohen |
Acw Grey Tel Aviv |
Copywriter |
| Karin Gross |
Acw Grey Tel Aviv |
Art Director |
| Anat Leventon |
Acw Grey Tel Aviv |
Account Executive |
| Michal Itzhaki |
Acw Grey Tel Aviv |
Account Supervisor |
| Sapir Sadras |
Acw Grey Tel Aviv |
Account Executive |
| Meital Tzoref |
Acw Grey Tel Aviv |
Head Of Production |
| Roy Bar/Shira |
Roy Bar/Shira |
Photographer |
| Omri Gitter |
Acw Grey Tel Aviv |
Planner |
| Denis Dvorin |
Denis Dvorin |
Video Editor |
| Roy Dotan |
Signal Music/Sound Ideas |
Sound Editor |
| Aviram Sharon |
Aviram Sharon |
Narrator |
| Signal Music/Sound Ideas |
Signal |
Sound Studio |
| Gilad Kat |
Mediacom |
Media Manager |
The Brief
All over the country, Israeli men suffer badly from the agonizing heat during the summer and so
do their private parts. Delta, Israel's largest leisure underwear company, had just launched a new
and unique line of men's underwear, designed especially for the intense Israeli summer. The
fabrics innovative technology is able to evaporate sweat and to breathe, leaving a cool sensation
for all who wear it. Our strategy was to demonstrate once and for all the importance of such a
fabric by demonstrating just how badly men's private parts suffer during the intense Israeli
summer
Describe how the promotion developed from concept to implementation
In Hebrew: Balls = Eggs
So we decided to conduct an experiment that would demonstrate to Israeli men how their sweaty
eggs felt like in the summer heat. We created a costume of a gigantic egg, which its inner part
was made from fur. We then randomly asked bypassing men to take part in the 'Egg Walk': A 200
meter walk inside the hot egg costume. Participators won a free pair of the new ventilated
underwear.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our bold promotional activity was the hottest topic of conversation in the city streets. Hundreds of
men took part in the experiment, which lasted a whole week, at several locations in the heart of
Tel-Aviv. The Egg walk was widely covered by blogs, leading radio stations, and was extensively
shared on Facebook. The outcome: An amazing 140% sales increase of the new underwear by
the time the activity had ended! Israeli men's eggs were finally set free!
Explain why the method of promotion was most relevant to the product or service
This breakthrough promotional activity demonstrated to all Israeli men the importance and
necessity of Delta's new innovative cotton and the value it brings consumers. The 'Egg Walk'
brought to the surface something that everyone knew but no one paid close attention to up until
our promotion: It's not only the men who suffer badly from the intense summer heat, it's is their
private part as well. The innovative creative concept was in perfect correlation