•The strength of our creative idea is the use of a known desert icon – the camels. The camels were a direct connection between new media and the location of the new headquarters, the desert.

•Our creative execution was appropriate due to the preconceived thought that the desert held nothing but camels. We wanted to let people know that now the desert holds much more than that, and its potential is far greater than what is known.

Results:

Facebook shares: 2,300

Website entries: 28,000

New McCann Valley customers: 13

Campaign cost: 10,000 Shekels ($2,800)

Phone calls made to the fictional new media company: over 1,000