| Title | THE UNBRANDED AD |
| Brand | TEMPO |
| Product/Service | GOLDSTAR BEER |
| Category |
A01. Use of Screens |
|
Entrant Company
|
McCANN TEL AVIV, ISRAEL
|
|
Advertising Agency
|
McCANN TEL AVIV, ISRAEL
|
|
Media Agency
|
UNIVERSAL MCCANN Tel Aviv, ISRAEL
|
Credits
| Sigal Abudi |
Mccann Tel Aviv |
Vp Creative |
| Naor Itzhak |
Mccann Tel Aviv |
Creative Director |
| Eddie Gartsman |
Mccann Tel Aviv |
Copywriter |
| Ben Muskal |
Mccann Tel Aviv |
V.p Clients |
| Daniela Klinger |
Mccann Tel Aviv |
Account Supervisor |
| Rotem Mizrachi |
Mccann Tel Aviv |
Account Manager |
| Ravid Tiber |
Mccann Tel Aviv |
Strategic Planning Director |
| Alon Leybovich |
Mccann Tel Aviv |
Strategic Planner |
Brief Explanation
Over the last 50 years our brand essence has been all about manhood under the concept: "Thank god you’re a man"
Every campaign created buzz
and then, in 2015 every advertising company's nightmare came alive,
Regulation.
From that moment every ad involving
Alcohol was forbidden to present anything except a bottle and a logo.
so what we did?
We exploited our strongly rooted brand values to create the first branded commercial without a brand.
We created an ad with all of our brand values and our well known slogan but without showing a bottle, a logo and a brand
Results and Effectiveness
After we aired on the main TV channels, We became the most talked about issue in the country.
The big impact which our campaign made, helped our brand to increase sales by 3% on the month after we aired.
We increased social conversation about our brand with more than 78,000 mentions on Facebook and over 120,00 users googled our brand name
Creative Execution
After we aired on the main TV channels, We became the most talked about issue in the country.
The big impact which our campaign made, helped our brand to increase sales by 3% on the month after we aired.
We increased social conversation about our brand with more than 78,000 mentions at facebook and over 120,00 users googled our brand name
Insights, Strategy and the Idea
• Our target audience are man and woman, age 20+ who loves drinking our beer at pubs and social meetings
• The purpose of our campaign was to overcome the new alcohol advertising regulation laws in the Israeli television.
That is why our media plan was to air our campaign in the main TV channels