en
he

The Authors’ Festival – a digital transformation

The brief

 The Author’s Festival was about to launch a new website around one month before the international event that takes place every year in Mishkenot Sha’ananim, Jerusalem.

But then Covid came along, and the brief became an attempt to answer the question: how do you hold a festival without being able to be there physically?

The idea

The initial idea was to make it into a digital festival. The “buy a ticket” links were converted into various “watch” links: by Zoom, YouTube lives, and pre-filmed content broadcast as a premiere. Audience engagement was enabled via social media and special WhatsApp groups, and the entire event was transformed into a digital celebration.

Today it seems almost trivial! But at the time we didn’t even know what Zoom was, and had no idea how events with large audiences from around the world could be held remotely.

The result

It turned out to be a blessing in disguise, as the Festival gained a much larger audience in Israel and abroad. We also got extensive media coverage, being the first Israeli festival to adapt itself to Covid requirements.

Marketing lesson learned

The unexpected often produces bold ideas that wouldn’t have even been considered otherwise.

HELLO – Metropolin Public Transportation

The brief

Differentiation of a public transportation company in a world where the customer is not so aware of the brand and mainly focuses on the service.

The idea

Focusing on passenger experience, based on the deep understanding that we are transporting people, not buses. The simple campaign was to add greetings for the passengers, such as “Good morning”, “Thanks for coming” or “Have a good ride” by the bus entrance doors, in every language spoken in Israel.

The result

The project was launched as a small pilot on a few buses, and following passengers’ positive response it was extended to all of Metropolin’s buses.

Marketing lesson learned

Sometimes small ideas can produce a significant change.

Lexus – when the client sets an unreasonable target but it’s achieved anyway

The brief

The objective was to sell 1,000 cars in one year, which would be a 180% increase in sales, despite most facts indicating this was not possible. The luxury car market was dominated by the German manufacturers Audi, BMW and Mercedes. Lexus had no new models to drive the increase and there weren’t enough showrooms, so it seemed like an impossible feat.

The idea

Creating a media and marketing strategy that would rejuvenate the brand. Reaching a younger, less formal audience would bring in “new blood” – buyers who currently perceived Lexus as intended for an older, conservative population. The move consisted of utilizing social media, using the slogan “I am Lexus”, holding an “all-nighter” event sponsored by the company with various performances, and supporting all of this leverage by expanding the sales teams and changing the brand language at every interface with the customer.

The result

1,001 cars were sold by the end of the year.

Marketing lesson learned

Sometimes all that’s needed is to set an impossible goal and enlist every available resource to achieve it.

The second item for 1 Shekel – a once in a lifetime campaign

The brief

Breaking the 100-year hegemony of the Steimatzky brand. Presenting a high quality alternative at affordable prices. Making culture accessible to the entire public.

The idea

An ancient concept in new, creative wrapping. The idea of “the second item for 1 Shekel” is actually a cheeky name for the old “buy one, get one free” offer, only this time we asked for an additional shekel. The phrase “a second book for 1 Shekel” shocked culture lovers and flooded the stores with hundreds of thousands of customers.

The result

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.

Gentleman – the enemy of very good is excellence

The brief

here wasn’t any. Covid was around the corner, the Shopify website we had designed for Gentleman was almost ready, the stores were closed, and something had to be done.

The idea

Let’s launch the website immediately, even though it’s not complete and has not been fully approved by the client, and let’s start selling.

The result

Nice sales! True, one e-commerce website could not compensate for an entire closed store chain, but it was a great opening shot for their website.

Marketing lesson learned

The worst enemy of very good is excellence.

The Authors’ Festival – a digital transformation

The brief

 The Author’s Festival was about to launch a new website around one month before the international event that takes place every year in Mishkenot Sha’ananim, Jerusalem.

But then Covid came along, and the brief became an attempt to answer the question: how do you hold a festival without being able to be there physically?

The idea

The initial idea was to make it into a digital festival. The “buy a ticket” links were converted into various “watch” links: by Zoom, YouTube lives, and pre-filmed content broadcast as a premiere. Audience engagement was enabled via social media and special WhatsApp groups, and the entire event was transformed into a digital celebration.

Today it seems almost trivial! But at the time we didn’t even know what Zoom was, and had no idea how events with large audiences from around the world could be held remotely.

The result

It turned out to be a blessing in disguise, as the Festival gained a much larger audience in Israel and abroad. We also got extensive media coverage, being the first Israeli festival to adapt itself to Covid requirements.

Marketing lesson learned

The unexpected often produces bold ideas that wouldn’t have even been considered otherwise.

HELLO – Metropolin Public Transportation

The brief

Differentiation of a public transportation company in a world where the customer is not so aware of the brand and mainly focuses on the service.

The idea

Focusing on passenger experience, based on the deep understanding that we are transporting people, not buses. The simple campaign was to add greetings for the passengers, such as “Good morning”, “Thanks for coming” or “Have a good ride” by the bus entrance doors, in every language spoken in Israel.

The result

The project was launched as a small pilot on a few buses, and following passengers’ positive response it was extended to all of Metropolin’s buses.

Marketing lesson learned

Sometimes small ideas can produce a significant change.

Lexus – when the client sets an unreasonable target but it’s achieved anyway

The brief

The objective was to sell 1,000 cars in one year, which would be a 180% increase in sales, despite most facts indicating this was not possible. The luxury car market was dominated by the German manufacturers Audi, BMW and Mercedes. Lexus had no new models to drive the increase and there weren’t enough showrooms, so it seemed like an impossible feat.

The idea

Creating a media and marketing strategy that would rejuvenate the brand. Reaching a younger, less formal audience would bring in “new blood” – buyers who currently perceived Lexus as intended for an older, conservative population. The move consisted of utilizing social media, using the slogan “I am Lexus”, holding an “all-nighter” event sponsored by the company with various performances, and supporting all of this leverage by expanding the sales teams and changing the brand language at every interface with the customer.

The result

1,001 cars were sold by the end of the year.

Marketing lesson learned

Sometimes all that’s needed is to set an impossible goal and enlist every available resource to achieve it.

The second item for 1 Shekel – a once in a lifetime campaign

The brief

Breaking the 100-year hegemony of the Steimatzky brand. Presenting a high quality alternative at affordable prices. Making culture accessible to the entire public.

The idea

An ancient concept in new, creative wrapping. The idea of “the second item for 1 Shekel” is actually a cheeky name for the old “buy one, get one free” offer, only this time we asked for an additional shekel. The phrase “a second book for 1 Shekel” shocked culture lovers and flooded the stores with hundreds of thousands of customers.

The result

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.

Gentleman – the enemy of very good is excellence

The brief

here wasn’t any. Covid was around the corner, the Shopify website we had designed for Gentleman was almost ready, the stores were closed, and something had to be done.

The idea

Let’s launch the website immediately, even though it’s not complete and has not been fully approved by the client, and let’s start selling.

The result

Nice sales! True, one e-commerce website could not compensate for an entire closed store chain, but it was a great opening shot for their website.

Marketing lesson learned

The worst enemy of very good is excellence.