Title	THE BIG BROTHER AD AGENCIES - THE PUPPET MISSION
Brand	HOTELS COMBINED, RECKITT BENCKISER GROUP- COLON, YELLOW (CLICK & PICK)
Product/Service	HOTELS COMBINED (THE BEST HOTEL DEALS FROM TRAVEL SITES), COLON (LAUNDRY STRIPS)
Category	D01. Use of Brand or Product Integration into a Programme or Platform
Entrant	McCANN Tel Aviv, ISRAEL
Idea Creation	McCANN Tel Aviv, ISRAEL
Idea Creation 2	KESHET BROADCASTING Tel Aviv, ISRAEL
Media Placement	McCANN Tel Aviv, ISRAEL
Production	KESHET BROADCASTING Tel Aviv, ISRAEL
Production 2	ENDEMOL SHINE Tel Aviv, ISRAEL

Name	Company	Position
Yaniv Sne	McCann TLV	VP Clients and Content
Nitzan Brown	McCann TLV	Account Supervisor
Hila Barda	McCann TLV	Account Director
Nadav Pressman	McCann TLV	Chief Creative Director
Sigal Abudy	McCann TLV	VP Creative
Idan Kravitz	McCann TLV	Creative Director
Eliad Friedman	McCann TLV	Copywriter
Mel Caspi	McCann TLV	Art Director
Kfir Peretz	McCann TLV	Art Director

The Campaign

Target audience: The target audience was big brother's viewers, which was similar to the brands target audience. The approach: We harness the show's power for those 3 brands, and created an ad agency inside the show – the Big Brother ad agency. The strategy: For the first time in the show's history, the whole house became advertisers while the viewers followed them live 24/7 on TV, digital website, and the application. In order to add to the campaign's appeal, we connected our brands to the popular contestants by creating look-alike puppets that starred in the commercials.

Creative Execution

Our result oriented approach for its brands marketing content partnered with the most watched show in Israel (with an average viewership rating of over 33%), the ‘Big brother’ Israel. This partnership has ended with a game changing campaign using the show as a new channel for brands communication. Transforming a full episode of the Big brother into a 50-minute commercial for our brands - Yellow, Colon and Hotels combined. We harnessed the show's power for those brands, and created three ad agencies inside the show, branded as ‘Big brother ad agencies’. By turning the “tenants” in the Big brother show into our creative team, as a result the entire episode showed case our brands. The ideas came to life, produced by the show, and aired during prime time. The commercials the “tenants” created aired on various breaks throughout three days; the mission’s day and the follow two days.

•Action/business results – sales, site traffic, achievement against business target •Outcomes/awareness - change in behavior, reach, public opinion, content response The commercials were aired for three days, on mass media KESHET franchise on TV channel 2 (the most popular channel in Israel) on various breaks throughout the day and one prime time episode. Over just three days of broadcasting, with budgets lower than their competitors- Yellow, Colon, and Hotels combined reached very high exposure: * 890,299 Unique viewers on average watched the commercial at least one time (age 18+), which means 24% of Israeli households! * 696,592 unique viewers on average watched the commercial at least one time (age 18+) * Do not forget Israel is a small country (roughly 8M residents), so if we compare the traffic this mission and ads reached relatively to England’s population, we are talking about 11,788,800 Unique viewers who watched the commercials! (age 18+)

Our innovative approach to branded content in the most watched show in Israel (with an average viewership rating of over 33%), the Big Brother show has made a game changing campaign unlike any other. Using the show as a new channel for brands communication, transforming a full episode of the Big Brother show into a 50 min. commercial for the brands we are advertising.

Insights, Strategy and the Idea

Target audience: The target audience was big brother's viewers, which was similar to the brands target audience. The approach: We harnessed the show's power for those three brands, and created an ad agency inside the show – the Big Brother ad agency. The strategy: For the first time in the show's history, the whole house became advertisers while the viewers followed them live 24/7 on TV, digital website, and the application. In order to add to the campaign's appeal, we connected our brands to the popular contestants by creating look-alike puppets that starred in the commercials.