Advertiser: THE ISRAELI PARKINSON FOUNDATION
Agency: ZENITHOPTIMEDIA
Category: Charities
Advertising campaign: SHAKING THE LOGO
Head Of Innovation: Ramati Sivan (Zenithoptimedia Israel)
CEO Zenith Digital: Tzuker Yoav (Zenithoptimedia Israel)
Chief Executive Officer: Attal Gabi (Zenithoptimedia Israel)
VP Advertising Technology: Cohen Omer (Zenithoptimedia Israel)
Relevancy
By ‘shaking’ the logos of the country’s leading websites we would reach up to 90% of all Israeli internet users.In addition to the website activity, the shakeable banners for smartphones, amplified the campaign’s innovative approach. When the phone was shaken – literally - the user was presented with an invitation to a fundraising event for the charity.The unprecedented approach of the ‘shaken’ logos - both on websites and for mobile - served both to attract consumers’ attention to the Parkinson’s Foundation and to place the disease as a very serious contemporary health challenge deserving of their support.
Outcome
32 million impressions.55% of Israeli internet users exposed to the campaign.400% increase in online searches for Parkinson’s.80,000 NIS donateג
Implementation
We searched for the most effective place to implement the ‘shaking’, and realized that banner ads, while offering movement, would not offer a new or distinctive impression. So we decided to take the one thing internet users are used to seeing every day, the thing which is identified most closely with each website, its logo. All of Israel’s leading websites took part - Ynet and Walla (top news portals), MAKO, and Nana10 (top TV portals), ONE (No.1 sports site), and Tapuz (leading UGC site).The biggest business newspapers 'Haaretz' and 'Globes’ adopted the campaign in their mobile apps.
Client Brief Or Objective
The Israeli Parkinson’s Foundation offers support to sufferers and their families. They were looking for an activity to grow awareness of the disease during Parkinson’s Awareness Week in Israel, and to raise new funds to support the charity, but with zero budget.This campaign was aimed at the general population, with a secondary target audience of young people aged 20-30, among whom awareness of the disease is strikingly low.