The Israel Parkinson Association: SHAKING THE LOGO

Credits & Description:

Advertiser: THE ISRAELI PARKINSON FOUNDATION
Agency: ZENITHOPTIMEDIA
Category: Best Use of Digital Media
Advertising campaign: SHAKING THE LOGO
Chief Executive Officer: Gabi Attal (ZenithOptimedia Israel)
Head Of Innovation: Sivan Ramati (ZenithOptimedia Israel)
Vice President Advertising Technology: Cohen Omer (ZenithOptimedia Israel)
Chief Executive Officer Zenith Digital: Tzuker Yoav (ZenithOptimedia Israel)

Strategy
The main goals of the campaign were to grow awareness of the Foundation and the disease, and to raise new funds for the charity.The 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. When we first get the brief we researched who much people actually know about Parkinson's disease, the main thing they knew was about the shaking affect, so we decided to anthropomorphize the most unexpected thing, that every surfer comes upon.It was relevant because we wanted to reach the largest number of viewers and shaking the logos of the leading websites meant gaining millions of impressions a day. even more than that, touching the publishers logo gave the campaigne even more significance, becouse it was an unlikely place to place the shaking affect

Effectiveness
In the first 24 hours the campaign reached 55% of all internet users, and after 72 hours it gained 32 million impressions. Google searches of the word Parkinson grow by 400% from the first day and remained in the same level for the month after words.The campaign reached 55% of all internet users.80,000 NIS were raised. 500 tickets for a fund raising event where sold. The charity raised 80,000 NIS and sold 500 tickets for a fund raising event.

Execution
The campaign was only media, the most important massage in the campaign was expressed with almost no word, only media.In order to spread the message further and reach the largest number of people, we looked for the biggest websites in Israel to take part in the campaign. It was very important to not only cooperate with news websites but also sport, entertainment and UGC sites.