Direct > Best Use of Direct Marketing

SAVE THE CAPTAIN - THE REAL LIFE VERSION

TARGET-MARKET, Petach Tikva / STRAUSS-GROUP / 2013

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Elite's Turkish Coffee has been leading the Israeli market since introduced 50 years ago. It launched a new engagement move: a mobile game that aims to 'save the captain', the brand's presenter, from an imaginary tyrant's jail.

We were asked to support the move by creating a powerful buzz & encouraging people to download the mobile game, by using unconventional media channels.

Execution

Israel is world-famous as a 'Start-Up Nation', with 51% (second in the world!) of the population owning smartphones. There are endless games and apps, which makes it hard to see the forest from the trees.

Elite's Turkish Coffee represents a real, down-to-earth brand that is a natural part of the lives of most Israelis. We realized that only by taking the captain's story to the real life, meeting face to face to people with great humor could we break the boredom and passiveness hurdle and prompt the game. We selected to groundbreaking platforms, to create new, buzz-generating platform.

Implementation

Taking the game to the REAL LIFE:

We chose three high-profile platforms, and injected the storyline using surprising, innovative ways:

The Book:

We placed a fake book, named 'The Escape from Pooerto Loco' (written by the captain…), in the 'best seller' section of Tzomet Sfarim, Israel's largest book chain.

Inside we hide a coffee spoon and a QR Code to download the game and get a special bonus.

The Jail bars:

We transformed the shopping carts of Shufersal, Israel's largest retail chain, into jail bars, creating an unexpected media experience.

The Escape Tunnel:

A 3D picture of the escaping captain was placed on doorsteps of relevant households.

Outcome

We felt triumphant on all levels:

- The Fake Book gained the attention of 600,000 visitors in 3 weeks

- The Jail Bars Cart gained a Massive Exposure of 900,000 Shoppers in 3 Weeks

- The Escape Tunnel Carpet Exposed to 200,000 relevant Households

- Total Attention of 2.3m People

- 40,000 Downloaded the Mobile Game

- Ranked 3rd in the AppStore among Local Users

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