Cannes Lions

Hishgad in The Amazing Race

GITAM BBDO, Tel Aviv / MIFAL HAPAYIS / 2017

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Overview

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Overview

Description

Hishgad's previous sponsorships of The Amazing Race made the brand well-associated with the show.

The show reaches an average rating of 30% of Israeli households per evening making it an ideal platform for reaching a broad and varied audience of 18+ Israelis in general and specifically a target audience of ages 18 to 35.

The 4th season of the show was one of the most successful in the history of Israeli TV making the premier episode of the 5th season one of the most anticipated media events of the year and thus a perfect opportunity to launch a limited edition Hishgad The Amazing Race scratch card.

Execution

In collaboration with the shows production, we designed a massive opener for the season's first “leg”. In order to move on to the next leg, contestants were asked to climb 15 meters in the air, to hang off of a huge Hishgad card and scratch the message hiding underneath it using a ten “shekel” coin. Only after revealing the entire message contestants were able to move to the next challenge.

Outcome

The season premiere of The Amazing Race reached an average rating of 33.4% of Israeli households.

16.5% of the viewers where men and women ages 18-35 and 19.8% of the total viewers were women of the ages 18-35.

The sequence of the show, displaying our huge limited edition Hishgad scratch cards being scratched by the contestants lasted a whopping consecutive 19 minutes – in prime time!

During the time period that the shows aired more than 350,000 “Hishgad The Amazing Race” special edition scratch cards were sold. In a country of just 8 million, that's not a bad result!

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