AZRIELI MALLS - "SNIFF Card"

Leo Burnett Israel

Leo Burnett Israel Bnei Brak, Israel

8768

Brand: AZRIELI MALLS
Country: Israel

Advertiser: AZRIELI MALLS

Title	SNIFF Card
Agency	Leo Burnett Israel
Campaign	SNIFF Card
Advertiser	AZRIELI MALLS
Brand	AZRIELI MALLS
Date of First Broadcast/Publication	2019 / 8
Business Sector	Department Stores, Supermarkets
Philosophy	Monday August 26 is ‘International Dog Day’, and while most brands would probably choose to disregard this information, we thought we’d celebrate it by telling Israelis that the Tel Aviv Azrieli Mall is now a canine friendly mall. While dogs are greatly loved all over Israel, Tel Aviv takes it to a different level. There are 25,000 registered hounds in Tel Aviv – which is one pooch for every 17 human city-dwellers, effectively the highest per-capita ratio of dogs to people in the world, making it ‘the most dog-friendly city in the world’. The city offers dog owners and their pooches everything: from a designated digi-dog app for access to important information like vaccination reminders, a lists of vets, dog walkers and training courses right down to directions to the nearest dog park, info about dog movie screenings, doggy marathons, and festivals. So, to celebrate Tel Aviv’s love affair with its pooches and entice dog owners to visit Azrieli Malls, we spread dog bones all over Tel-Aviv and sprayed them with a scent that would attract our four-legged friends. We then targeted dog owners on social media and provided them with clues as to the whereabouts of our SNIFF CARDS. Once found, owners could scan the bone and were issued a 200 NIS SNIFF CARD, redeemable at specialty shops within the Azrieli Mall.
Media Type	Direct Marketing
Length	28 seconds
Chief Executive Officer (CEO)	Adam Polachek
Chief Creative Officer	Ami Alush
Creative Director	Elad Gaizler
Creative Team	Achiya Darshan
Creative Team	Yael Yaakov
Chief Client Director	Idit Zuckerman
Account Supervisor	Diana Bonfil
Account Executive	Sapir Yaron
Strategic Planner	Liz Stull
Media Planner	Tami Alon
Agency Producer	Menny Zarhia
Traffic Team	Ligal Meir
Marcom Director	Eva Hasson
Post Production	Guttman Studios