| Title | BEZEQ SMART-NET |
| Brand | BEZEQ |
| Product/Service | SMART- NET |
| Category |
B01. Use of TV |
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Entrant
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ACW GREY TEL AVIV, ISRAEL
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Idea Creation
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ACW GREY TEL AVIV, ISRAEL
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Production
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ACW GREY TEL AVIV, ISRAEL
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Credits
| Tal Riven |
ACW GREY |
Chief Creative Officer |
| Eran Talmor |
ACW GREY |
Creative Director |
| Michael Kotkes |
ACW GREY |
Copywriter |
| Shlomi Efrat |
ACW GREY |
Art Director |
| Elad Hermel |
ACW GREY |
SVP Account Director |
| Hanny Kadosh |
ACW GREY |
Account Director |
| Sharon Daskal |
ACW GREY |
Account Manager |
| Roni Trichter |
ACW GREY |
Account Manager |
| Gal Yaakov |
ACW GREY |
Agency Production Manager |
| Na'ama Hadomi |
ACW GREY |
Agency Producer |
| Rani Carmeli |
Rani Carmeli |
Director |
| Ishai Hadas |
Ishai Hadas |
production Company |
| Gravity |
Gravity |
Post Production |
The Campaign
Amid the president's visit, the entire Israeli public was closely following every news network with tremendous anticipation. With Russian cyber hacking allegations in the American election dominating the news, we saw the perfect opportunity to take advantage of the visit to communicate our cyber secure advanced network. We believed that if we could connect our cyber solution network with the most relevant topic in the news (the Trump visit amid Russian cyber allegations) we could show Israeli’s just how safe our network really is.
Creative Execution
• Step 1: Two days before the historic Trump visit, Bezeq surprises the Israeli public and in a fake teaser announces that the Trump's visit has been cancelled. The public was shocked.
• Step 2: During the first commercial of Israel's 8 o'clock news, with the entire country gathering around the living room in order to watch coverage of the historic visit, we decided to make our own history. We created a special ad break for Bezeq, Israel's first ever spot that integrated seamlessly into the news . The creative showed Bezeq's iconic presenter, in a perfect Donald trump costume undergoing a cyberattack in the white house while calling Israelis to join Israel’s new generation of smart secure internet “Smartnet”.
Coverage of Bezeq's launch dominated the conversation in every news source, blog and on social networks in Israel. We caught the attention of leading news sources around the world who were intrigued by our launch campaign.
We witnessed a 12 % growth in innovation perception, an 11 % growth in Bezeq's stance as Israel's Telecom leader. In addition, in just two months, Bezeq became Israel's most identified cyber internet company in Israel.
With President Trump’s first iconic trip to Israel we asked ourselves: How can we leverage the President’s historical visit in order to launch our new cyber secure network? During the first commercial of Israel's 8 o'clock news, with the entire country gathering around the living room in order to watch coverage of the historic visit, we decided to create a special ad break for Bezeq, Israel's first ever spot that integrated seamlessly into the news. This smart use of media enabled us to increase exposure both in Israel and all over the world and put Bezeq’s secure internet service on
Insights, Strategy and the Idea
The strategy was to leverage the tremendous buzz and media coverage of the historical Trump visit in order to increase exposure and reach maximum impact with Israel's first ever news integrated spot. In an attempt to link latest Russian cyber hacking allegations with our cyber solution, we sought to take our message to a house that needs cyber security like no other: The white house. The campaign was aimed at the wide Israeli public.