{"id":2932,"date":"2022-12-26T08:29:39","date_gmt":"2022-12-26T08:29:39","guid":{"rendered":"https:\/\/kiss-marketing.co.il\/case_study\/%d7%a9%d7%a0%d7%99-%d7%91%d7%a9%d7%a7%d7%9c-%d7%a7%d7%99%d7%99%d7%a1-%d7%a9%d7%9c-%d7%a4%d7%a2%d7%9d-%d7%91%d7%97%d7%99%d7%99%d7%9d\/"},"modified":"2023-05-11T10:20:22","modified_gmt":"2023-05-11T10:20:22","slug":"%d7%a9%d7%a0%d7%99-%d7%91%d7%a9%d7%a7%d7%9c-%d7%a7%d7%99%d7%99%d7%a1-%d7%a9%d7%9c-%d7%a4%d7%a2%d7%9d-%d7%91%d7%97%d7%99%d7%99%d7%9d","status":"publish","type":"case_study","link":"https:\/\/kiss-marketing.co.il\/en\/case_study\/%d7%a9%d7%a0%d7%99-%d7%91%d7%a9%d7%a7%d7%9c-%d7%a7%d7%99%d7%99%d7%a1-%d7%a9%d7%9c-%d7%a4%d7%a2%d7%9d-%d7%91%d7%97%d7%99%d7%99%d7%9d\/","title":{"rendered":"The second item for 1 Shekel \u2013 a once in a lifetime campaign"},"content":{"rendered":"<p dir=\"ltr\"><strong><u>The brief <\/u><\/strong><\/p>\n<p dir=\"ltr\">Breaking the 100-year hegemony of the Steimatzky brand. Presenting a high quality alternative at affordable prices. Making culture accessible to the entire public.<\/p>\n<p dir=\"ltr\"><strong><u>The idea <\/u><\/strong><\/p>\n<p dir=\"ltr\">An ancient concept in new, creative wrapping. The idea of &#8220;the second item for 1 Shekel&#8221; is actually a cheeky name for the old &#8220;buy one, get one free&#8221; offer, only this time we asked for an additional shekel. The phrase &#8220;a second book for 1 Shekel&#8221; shocked culture lovers and flooded the stores with hundreds of thousands of customers.<\/p>\n<p dir=\"ltr\"><strong><u>The result <\/u><\/strong><\/p>\n<p dir=\"ltr\">About a million books sold in one month. Leveraging the campaign to expand the store chain, and ultimately achieving a victory over the competing brand in almost every category. A massive attack by the media about supposedly selling a book for 1 Shekel awarded us with extensive PR, free of charge.<\/p>\n","protected":false},"featured_media":2698,"template":"","class_list":["post-2932","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The second item for 1 Shekel \u2013 a once in a lifetime campaign - Kiss Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kiss-marketing.co.il\/en\/case_study\/%d7%a9%d7%a0%d7%99-%d7%91%d7%a9%d7%a7%d7%9c-%d7%a7%d7%99%d7%99%d7%a1-%d7%a9%d7%9c-%d7%a4%d7%a2%d7%9d-%d7%91%d7%97%d7%99%d7%99%d7%9d\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The second item for 1 Shekel \u2013 a once in a lifetime campaign - Kiss Marketing\" \/>\n<meta property=\"og:description\" content=\"The brief Breaking the 100-year hegemony of the Steimatzky brand. 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