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Bezeq Smart-Net

ACW GREY TEL AVIV, Tel Aviv / BEZEQ / 2017

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Overview

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Credits

Overview

Background

Bezeq is Israel’s leading Telecom brand. With strong regulation and a competitive environment that’s getting tough by the minute, we sought to launch our new Internet service in an attempt to re-differentiate Bezeq’s network. We decided to launch Israel's first fully secure and manageable internet service, providing Israeli's with the most innovative home internet solution on the market. Our solution was based upon our new smart router, which enabled a full scale cyber solution for every smart device connected to our network.

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.

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”.

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