Eran Nizri

Maccabee beer

Maccabee is a premium lager beer, that in the past has suffered from a bad image. Most Israeli beer drinkers have already realized how excellent it is.

For those last few disputers, we created a video – an ode to Maccabbe’s new and magnificent recipe: 100% excellent European malt.

In the role of the president of the USA, addressing the free world with a speech about taste: Isaiah Mustafa, star of the iconic Old Spice commercials.

Mustafa’s visit in… רוצה לראות יותר

Maccabee beer

Maccabee is a premium lager beer, that in the past has suffered from a bad image. Most Israeli beer drinkers have already realized how excellent it is.

For those last few disputers, we created a video – an ode to Maccabbe’s new and magnificent recipe: 100% excellent European malt.

In the role of the president of the USA, addressing the free world with a speech about taste: Isaiah Mustafa, star of the iconic Old Spice commercials.

Mustafa’s visit in Israel for the shooting of the video gathered wide and enthusiastic media coverage: Zinor Layla, Good Evening with Guy Pines, and once more on Guy Pines, Globes, Walla, Nana10 and more.

Watch the video. It’s tasty. רוצה לראות פחות

Brief: create strategy and differentiation for the brand within the competitive water market.

Strategy: Peak of domestic hosting. Sparkling water is a must in the gourmet dining experience. We chose to focus on home dining: a positioning that fits wonderfully with the raging culinary trend.

Activity: we offered users a unique opportunity to be guests at the homes of 5 major personas in the Israeli food scene, and dine at their tables. In order to win a meak ticket, users were… רוצה לראות יותר

Brief: create strategy and differentiation for the brand within the competitive water market.

Strategy: Peak of domestic hosting. Sparkling water is a must in the gourmet dining experience. We chose to focus on home dining: a positioning that fits wonderfully with the raging culinary trend.

Activity: we offered users a unique opportunity to be guests at the homes of 5 major personas in the Israeli food scene, and dine at their tables. In order to win a meak ticket, users were asked to upload photos of unforgettable home meals to Instagram, and tag them #Sbdining.

Result: 746 photos uploaded; Weekly articles in Time Out magazine; cooperation with Ynet; Chef Shaul Ben Aderet interviewed on Channel 10 and Channel 24; 5 legendary meals. רוצה לראות פחות

Brief: Increase awareness of the brand and of its vision – Leave an Impression, while focusing on Tel Aviv’s trend-setters.

Solution: Ballantine’s Grooves: 5 Pop up shows of groovy artists in 5 IT places in Tel Aviv:

Triphonas at Port Sae’ed, Los Caparos at La Rampa, Lola Marsh at Michatronix, Boom Pam at Teder, Rami Danoch at Tepale.

Result: Over 3,500 music lovers came to the concerts.
Almost 3,000 new likes on Ballantine’s Israel Facebook page.
Wide media coverage… רוצה לראות יותר

Brief: Increase awareness of the brand and of its vision – Leave an Impression, while focusing on Tel Aviv’s trend-setters.

Solution: Ballantine’s Grooves: 5 Pop up shows of groovy artists in 5 IT places in Tel Aviv:

Triphonas at Port Sae’ed, Los Caparos at La Rampa, Lola Marsh at Michatronix, Boom Pam at Teder, Rami Danoch at Tepale.

Result: Over 3,500 music lovers came to the concerts.
Almost 3,000 new likes on Ballantine’s Israel Facebook page.
Wide media coverage on national and local newspapers.
An impression was left.

Watch the case study רוצה לראות פחות

My Check

Brief: Generating a buzzing video that will spread the vision of the mobile paying app My Check.

Activity: “Suddenly she got up“, a macabre mini-musical starring Bar Refaeli and Roy Kafri, who also wrote the lyrics and composed the music. Directed by Vania Heymann.

Result: 100,000 views in 24 hours, 188,000 views in less than a week. The PR portfolio is as thick as the bible, including items in “Economic Night“, “Good evening with Guy Piness”.

Brief: TV campaigns are no longer relevant. Goldstar has to step into the future of advertising.

Activity: We decided to take the money invested in massive television campaigns, that quickly go on the air, and invest it in a web series. Create real and vital content that aims to excite thousands of Israelis. In August 2012 we launched the web series “Snai Snai” starring Yaron Berlad and Dudu Erez. “Snai Snai” symbolizes a real revolution in brands’ attitude towards advertising… רוצה לראות יותר

Brief: TV campaigns are no longer relevant. Goldstar has to step into the future of advertising.

Activity: We decided to take the money invested in massive television campaigns, that quickly go on the air, and invest it in a web series. Create real and vital content that aims to excite thousands of Israelis. In August 2012 we launched the web series “Snai Snai” starring Yaron Berlad and Dudu Erez. “Snai Snai” symbolizes a real revolution in brands’ attitude towards advertising. Goldstar’s message is clear: we’re here to generate real value for our consumers.

Result: Over 150,000 views within the first week, more than 1,700,000 views on the series’ YouTube channel whithin 3 months, unforgettable cult moments are born every week, buzz with a major z. רוצה לראות פחות

XL

Brief: Launch XL’s nightlife awards competition for the year of 2012 with a big bang.

Activity: We flew Spandy Andy, the Youtube dancing sensation, to Israel, and created a video depicting him spreading his contagious energy and joie de vivre throughout Israel.

Result: The video had over 700,000 views and hundreds of thrilled responses in Youtube, and even inspired users to create a homage video in its honor.

Brief: Blow up the web with a viral video.

Activity: Vania Heymann, whose videos set the Israeli web on fire in the last few months, partnered with Roy Kafri from the hot pair Nitza and Lechem, in order to create a ticking web bomb.

Result: An amazing video, viral explosions, and a special mention by You Tube trends manager, who presented it as exemplary viral con

Brief: Intensify the experience spectrum of gum 5 consumers with an exciting activity that will strengthen the gum’s connection to the nightlife scene.

Activity: A party in the sky, on hot air balloons. In order to join the party, we held a creative competition in 5 gum’s facebook page. Users were asked to design a miniature of a hot air balloon from gum wrappers and other immediate materials. The results were beautiful. The winners were invited to a party that took place on three hot… רוצה לראות יותר

Brief: Intensify the experience spectrum of gum 5 consumers with an exciting activity that will strengthen the gum’s connection to the nightlife scene.

Activity: A party in the sky, on hot air balloons. In order to join the party, we held a creative competition in 5 gum’s facebook page. Users were asked to design a miniature of a hot air balloon from gum wrappers and other immediate materials. The results were beautiful. The winners were invited to a party that took place on three hot air balloons that flew simultaneously in the sky. Major nightlife figures such as Reuven Lublin, Miley Ronen, David Tur, Omri H and singers Dudu Aharon and Moshe Peretz joined the party as well.

Result: A beautiful art exhibition created by the users and the first party in the sky in Israel’s history. רוצה לראות פחות

Brief: Empowering Heineken’s premium status.

Activity: 10 of Israel’s best chefs made a special dish using Heineken beer as a principal ingredient. Rafi Cohen’s drunk shrimps, Shaul Everon’s kidney pie, Orna and Ella’s Ginger cake and more were served for two months in restaurants and were accompanied by extensive print and web campaigns. The chefs were photographed by the American Pulitzer prize winner Brian Smith, who specializes in celebrity photography. All the dishes, pictures and… רוצה לראות יותר

Brief: Empowering Heineken’s premium status.

Activity: 10 of Israel’s best chefs made a special dish using Heineken beer as a principal ingredient. Rafi Cohen’s drunk shrimps, Shaul Everon’s kidney pie, Orna and Ella’s Ginger cake and more were served for two months in restaurants and were accompanied by extensive print and web campaigns. The chefs were photographed by the American Pulitzer prize winner Brian Smith, who specializes in celebrity photography. All the dishes, pictures and many more surprises can be found in a special site we’ve launched.

Result: An increase of 12% in Heineken sales in restaurants and a chubby PR portfolio. רוצה לראות פחות

Brief: Associate the brand with the “good life” arena.

Activity: We built a designated mini site, that featured daily content about culture, fashion, technology, food, travel, design and wellness.

Result: The site became a lively focus of attention, attracting ten thousands of readers each month.

Brief: Launch Barkan’s new series, ASSEMBLAGE. The series offers a look on Israel’s wine regions.

Activity: Photographer Alex Levac, winner of the honorary “Israel Prize” and the great documentarist of the “Israeli place” in the past 40 years, went strolling with his camera in 3 major restaurants that serve assemblage: “Machneyuda” in Jerusalem and “Dallal” and “Tapas” in Tel Aviv. The pictures present the place, the feel and the unique experience in each restaurant, or in other words –… רוצה לראות יותר

Brief: Launch Barkan’s new series, ASSEMBLAGE. The series offers a look on Israel’s wine regions.

Activity: Photographer Alex Levac, winner of the honorary “Israel Prize” and the great documentarist of the “Israeli place” in the past 40 years, went strolling with his camera in 3 major restaurants that serve assemblage: “Machneyuda” in Jerusalem and “Dallal” and “Tapas” in Tel Aviv. The pictures present the place, the feel and the unique experience in each restaurant, or in other words – its unique “blend”. The pictures simultaneously starred on 6 giant walls in Tel Aviv, Ramat Hasharon and Jerusalem, on traffic signs in Tel Aviv and in newspapers.
רוצה לראות פחות

Brief: Give local interpretation to Absolut Vodka’s international platform, ABSOLUT BLANK, that called artists around the world to fill the iconic Absolut bottle with their original work.

Activity: Nir hod, one of Israel’s major artists, who has also become a rising star in the international art market in the past few years, designed five original bottles for the campaign. The campaign was based on a billboard created by Hod, combining colorful light effects, in Rabin square in Tel Aviv.… רוצה לראות יותר

Brief: Give local interpretation to Absolut Vodka’s international platform, ABSOLUT BLANK, that called artists around the world to fill the iconic Absolut bottle with their original work.

Activity: Nir hod, one of Israel’s major artists, who has also become a rising star in the international art market in the past few years, designed five original bottles for the campaign. The campaign was based on a billboard created by Hod, combining colorful light effects, in Rabin square in Tel Aviv. The project is accompanied by a site that presents Hod’s work and also presents a documentary about his work in NY and Tel Aviv.

Result: A chubby PR portfolio. רוצה לראות פחות

Brief: Creating buzz and getting customers to the stores on mother’s day.

Activity: Menashe Kadishman, famous painter and winner of the honorary “Israel prize”, came with a distinguished team of poets – Roni Somek, Agi Mish’ol, Rachel Halfi and others – to the Mashbir’s head branch in Dizengoff Center in Tel Aviv, in order to create personal greeting cards for the customers who bought the mother day’s packages.

Result: Great media coverage in all platforms.

Brief: Make the brand younger and relevant for a new and secular generation of customers in Israel and in America.

Activity: A buzzing campaign with the provocative New York Jewish magazine HEEB and Josh Noyman, the magazine’s founder and the living spirit behind it. We created a combined campaign for finding the face that will star in the brand’s international campaign. Noyman came to Israel in order to pick the brand’s home model, produced a series of unique photographs for the… רוצה לראות יותר

Brief: Make the brand younger and relevant for a new and secular generation of customers in Israel and in America.

Activity: A buzzing campaign with the provocative New York Jewish magazine HEEB and Josh Noyman, the magazine’s founder and the living spirit behind it. We created a combined campaign for finding the face that will star in the brand’s international campaign. Noyman came to Israel in order to pick the brand’s home model, produced a series of unique photographs for the American campaign (a slideshow in the hyperlink), and leveraged the whole campaign commercially. The revolutionary combination between the “Tzorfim” and the HEEB magazine was meant to found the company’s connection with the young, secular and modern audience.

Result: Great coverage in all platforms. רוצה לראות פחות

Brief: Associate the brand with key figures in Israel’s night life scene.

Activity: we came up with a new platform, “XL nightlife awards”. Held for the first time on 2011, this competition celebrated the most loved people and places in the local dance scene. Users were asked to vote on facebook for their favorite djs, clubs, bars, and drag queens. We kicked off the events wits special guest Mark Ronson, and announced the winners in a big closing party, with djs Seth Troxler and Guy… רוצה לראות יותר

Brief: Associate the brand with key figures in Israel’s night life scene.

Activity: we came up with a new platform, “XL nightlife awards”. Held for the first time on 2011, this competition celebrated the most loved people and places in the local dance scene. Users were asked to vote on facebook for their favorite djs, clubs, bars, and drag queens. We kicked off the events wits special guest Mark Ronson, and announced the winners in a big closing party, with djs Seth Troxler and Guy Gerber.

Result: Over 100,000 votes on YouTube, and a PR portfolio worth millions of shekels. רוצה לראות פחות

Facebook

The past decade saw the big bang of the western digital world, with social networks such as Facebook, Instagram and Twitter entering our everyday lives. These services changed the way we communicate with our families, our friends, and also with brands and businesses. Along the endless opportunities the digital arena offers for brands, it also offers a big challenge: In order to meet their clients where they spend most of their time (and Israel is a record breaker in this field),… רוצה לראות יותר

Facebook

The past decade saw the big bang of the western digital world, with social networks such as Facebook, Instagram and Twitter entering our everyday lives. These services changed the way we communicate with our families, our friends, and also with brands and businesses. Along the endless opportunities the digital arena offers for brands, it also offers a big challenge: In order to meet their clients where they spend most of their time (and Israel is a record breaker in this field), brands have to become daily content providers – which usually isn’t their comfort zone.

This is what we specialize in. Allenby manages dozens of pages for leading brands in Israel – XL, Pepsi Max, Goldstar beer, 5 gum, SodaStream, Absolut vodka and many more. We specialize at finding and formulating real communities around brands, creating relevant content and operating them – and we love doing it. רוצה לראות פחות

A reason to celebrate: Maccabee beer takes another giant leap!

According to The Marker magazine’s 2012 brand survey, Maccabee beer, which we have handled exclusively in the past three years, is the beer with the highest growth percentage:

“Maccabee’s leap was the most significant and impressing this year… and it has the potential to keep growing this year, according to the rise of its supporters’ rate”.

Maccabee gets international respect too: Scotish artist Douglas Gordon,… רוצה לראות יותר

A reason to celebrate: Maccabee beer takes another giant leap!

According to The Marker magazine’s 2012 brand survey, Maccabee beer, which we have handled exclusively in the past three years, is the beer with the highest growth percentage:

“Maccabee’s leap was the most significant and impressing this year… and it has the potential to keep growing this year, according to the rise of its supporters’ rate”.

Maccabee gets international respect too: Scotish artist Douglas Gordon, Turner prize winner, recently declared on Channel 2 news that he loves Maccabee beer. Gordon’s exhibition opens on January 24 in Tel Aviv museum, and will run until May 26, 2013.
Go see the show, and then have yourself some Maccabee. רוצה לראות פחות

Brief: Reviving the old brand.

Activity: The new strategy: turning the brand’s disadvantages into advantages and place it as the alternative beer for the hipster community in Israel. We turned Maccabee beer into the preferred draught beer in strategic bars and cafes for the hipster crowd. Maccabee beer also started supporting fringe culture and underground artists. Throughout this activity we’ve invented a unique platform: The “Maccabee Home Tour“, major artists’ tours in private… רוצה לראות יותר

Brief: Reviving the old brand.

Activity: The new strategy: turning the brand’s disadvantages into advantages and place it as the alternative beer for the hipster community in Israel. We turned Maccabee beer into the preferred draught beer in strategic bars and cafes for the hipster crowd. Maccabee beer also started supporting fringe culture and underground artists. Throughout this activity we’ve invented a unique platform: The “Maccabee Home Tour“, major artists’ tours in private apartments. The activity is accompanied by an innovative web series.

Result: For the first time in a decade, Maccabee beer’s sales grew by the tens of percents. An independent survey by “The Marker” stated that Maccabee beer made the biggest brand leap in 2010. The “Home Tour” campaign was showcased in Google’s yearly inspiration event. רוצה לראות פחות

Brief: Take the message “it’s a shame to miss a good thing”, and bring it to life with a buzz generating activity.

Activity: On a cold winter morning, famous singer Pavlo Rosenberg went out to a busy train station in Tel Aviv, performing as a street musician. Inspired by The Washington Post’s experiment with Joshua Bell, we wanted to find out if passers-by will identify the singer’s voice and recognize him, or just walk past him. The majority did not look twice, or even… רוצה לראות יותר

Brief: Take the message “it’s a shame to miss a good thing”, and bring it to life with a buzz generating activity.

Activity: On a cold winter morning, famous singer Pavlo Rosenberg went out to a busy train station in Tel Aviv, performing as a street musician. Inspired by The Washington Post’s experiment with Joshua Bell, we wanted to find out if passers-by will identify the singer’s voice and recognize him, or just walk past him. The majority did not look twice, or even once.

Result: Cross-platform media coverage: from Channel 2 News and mako, through NRG and XNET, to various radio programs. רוצה לראות פחות

Brief: Create a major interdisciplinary move that will stand for Pepsi Max’s principal values: technological originality, innovation, creativity and connection to music.

Activity: The launch of an augmented Reality application, ambitious and first of its kind in Israel, that turns Pepsi Max’s bottles, billboards and signs into playing beatbox machines.

Result: 8000 application downloads, near 900 musical projects created and uploaded by users using the application to Pepsi Max’s… רוצה לראות יותר

Brief: Create a major interdisciplinary move that will stand for Pepsi Max’s principal values: technological originality, innovation, creativity and connection to music.

Activity: The launch of an augmented Reality application, ambitious and first of its kind in Israel, that turns Pepsi Max’s bottles, billboards and signs into playing beatbox machines.

Result: 8000 application downloads, near 900 musical projects created and uploaded by users using the application to Pepsi Max’s facebook page; over 300,000 views to the Beatbox Machine video directed by Vania Heymann רוצה לראות פחות