On Sep 2016, the Israeli social network was buzzing over leaked naked photos of the popular female sports anchor and journalist, Sharon Perry. The nude photos, which were stolen from her personal phone, went viral and quickly became the talk of the nation.

And then we got her to undress, again, on camera…

In a short viral video, we got Sharon to undress while delivering a very personal message. Taking off one piece of clothing at a time, Sharon revealed endless layers of clothes, until finally "disappointing" the viewers with a simple message – "Sorry guys, but you only get to see me naked if I want you to… And I don't. Protect your smartphone, so that what happened to me won't happen to you."

We dressed Sharon in multiple layers of clothes, and filmed her removing them one by one. As she undressed, she spoke to the viewers, giving them the impression that they were about to see her naked again. But as she kept going, viewers realized that the endless layers were a metaphor for the protection she had decided to use from now own. Finally, she was done teasing, and moved on to the true message – I decided who gets to see me naked… protect yourself.

We leveraged the hype of Sharon Perry's leaked photos, and capitalized with smart campaign that teased people to "see her get naked again'.

The results:

• Major coverage of our campaign on Israel's leading media outlets.

• 4.2 million Israelis exposed to our campaign across all platforms (over half the population)

• 1.6 unique impressions for the video itself

• We generated new business, increasing our customer base by 10%!

• We positioned Pelephone as the safest mobile network in Israel, increasing the gap from our competitors by over 40%