Integrated

The Big Trip

Issue 20 | September 2011

Agency

Baumann Ber Rivnay Saatchi & Saatchi Israel

Creative Team

VP Creative Director: Yoram Levi; Creative Director: Nadav Pressman; Art Director: Eyal Segal; Copywriter: Eran Shushu Spanier, Tom Reuveni

Production Team

VP Agency Producer: Dorit Gvill; Producer: Gali Shtarkman, Bosmat Marmarely; VP Planning: Daniel Weissman

Other Credits

Account Supervisor: Amit Alter; Account Manager: Idit Zuckerman; Account Executive: Gill Nave; Planning Supervisor: Nir Abraham, Guy Gordon; Digital Supervisor: Liza Assulin

Date

June 2011

Background

Elite’s Cow Chocolate brand has had a long-running tagline, ‘Always with you’.

The challenge was to try to reinvent the line and give it meaning in a way that showed how the brand has moved with the times.

The campaign dea was based on the insight that an astonishing 65% of all young Israeli’s head off on a long trip before going to college, typically to the Far East.

Even the hardiest of them must sometimes pine for the little luxuries of their lives back home.

Idea

It seemed only right that the brand should be ‘Always with you’, even in the most remote parts of the world which young Israeli back-backers got to.

The plan was simply to take the chocolate to its consumers, wherever they happened to be.

A camera crew was sent out to the Far East. In remote areas, they set up their cameras and waited for young Israelis to come back-packing past. They handed out bars of Cow Chocolate to them and filmed the reactions, inviting the young trekkers to send personal messages to their loved ones at home.

Results

Videos of more than 200 travellers were aired only days later on national prime-time TV, as well as in banners and on a dedicated website.

For some of the travellers’ families, special screenings were organised.

Videos from the campaign reached tens of thousands of views during the three week campaign.

Cow Chocolate’s YouTube channel became the 13th most viewed in Israel. Cow Chocolate sales went up by 17% in the following month.

Our Thoughts

One of the trends I noticed in Cannes this year was for brands to go out and meet real people in real situations and then use the content created for all their advertising purposes. Levi’s won a Gold for Wieden + Kennedy by going to the town of Braddock, Pennsylvania, and helping the townspeople rebuild a couple of their buildings. This is altogether less worthy but has a great deal more charm and I defy anyone not to smile as they watch the faces of young Israeli’s on the other side of the world light up when they see the Cow Chocolate logo and are transported home, if only for a moment or two.

The other thing I really like about it is sales increased 17%.

Branded content works!