ZAP.co.il Promo, Case study SPOT THE DIFFERENCES by Y&R Tel Aviv

SPOT THE DIFFERENCES
The Promo / PR Ad titled SPOT THE DIFFERENCES was done by Y&R Tel Aviv advertising agency for ZAP.co.il in Israel. It was released in Feb 2010.
Advertising campaign for ZAP.co.il

ZAP.co.il: SPOT THE DIFFERENCES

Brand
ZAP.co.il
Media
Promo, Case study
Released
February 2010
Posted
February 2010
Market
Israel
Industry
Website
Agency
Y&R Tel Aviv
Creative Director
Yariv Twig
Creative
Gideon Amichay
Executive Creative Director
Tzur Golan
Account Supervisor
Shiran Chen Barazani Account Manager:

Credits & Description:

Category: Best Use of Magazines

Advertiser: ZAP

Product/Service: PRICE COMPARISON WEBSITE

Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV

Date of First Appearance: Feb 26 2010 12:00AM

Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL

Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Creative Director: Yariv Twig (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Creative: Gideon Amichay (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Executive Client Director: Adam Avnon (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Account Supervisor: Shiran Chen Barazani (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Account Managers: Esti Smilg/Moran Miller (Shalmor Avnon Amichay/Y&R Interactive Tel Aviv)

Media placement: Press - 4 cover ads - Shoken Network "Haaretz" Magazines - "Achbar Haair" weekly culture and leisure m - 26 Febraury 2010



Results and Effectiveness

250,000 copies were distributed.



Creative Execution

For the magazine's special Carnival edition we decided to let adults be children again and play 'Spot the difference'. We made two magazine covers. The first one we did not touch. The second one printed on the following page had 10 differences.

Readers opening the magazine to the second page were immediately prompted to spot the differences:
'Like to compare?
Spot the 10 differences between the two covers.
www.Zap.co.il – price comparison'

To add to the fun; we created 4 different executions for the magazine's Carnival edition: 'Princess', 'Clown', 'Parade' and 'Pierot'.



Insights, Strategy & the Idea

Strengthen Zap as the no.1 comparison engine and website in the country.
Comparing is a natural and instinctive human behaviour.
Since childhood we have liked to play games of 'Spot the difference'.