Israels leading door manufacturer Rav-Bariach came out with a campaign to launch their new line of designers doors. By identifying the front door of a house as the very face of the home, the aim was to create a status symbol out of the common front door. The medium selected for this campaign was the front door, the very place where the consumer comes into contact with the product on a daily basis. In the late hours of the night, tens of thousands of hangers were distributed and hung on the doors of households across Israel. Through the use of humour and a targeted touch point, they managed to reach their consumer at the very place where there message really hit home. The campaign transformed the new line of designer doors into an overnight success. Awareness and fondness of the product, as well as the number of calls and orders via the call centre, all rose significantly.
Advertising Agency: BBR Saatchi & Saatchi, Tel Aviv, Israel
Chief creative officer: Yoram Levi
Creative Director: Tal Perelmuter
Art Director: Idan Gilboa, Uri Dagan
Copywriters: Yoad Mick
Studio: Limor Tzell
Account director: Idit Zuckerman
Account supervisor: Nir Federbush
Account executives: Shani Shaul, Yael Sulzbacher
Published: January 2010
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