Mizrahi Tefahot: Happiness? Who is searching Happiness in banking at all?

Pnina Wiessman

Campaign details

Brand: Mizrahi Tefahot
Brand owner: Mizrahi Tefahot
Agency: Reuveni Pridan IPG
Country: Israel
Industry: Banks, credit cards, loans
Channels used: Earned media, buzz, Email marketing, Internet - display, Internet - microsites, Internet - search, Mobile & apps, Newspapers, Online video, Outdoor, out-of-home, Packaging & design, Public relations, Radio, Social media, Television
Media budget: $3 - $5 million

Executive Summary

Mizrahi Tefahot, a leading bank and the third largest in Israel, chose to challenge the banking category by generating a new discourse–bringing happiness to banking.

There is no doubt that the unorthodox connection of happiness and banking raised some eyebrows. But Mizrahi Tefahot knew that a connection that causes disruption and discomfort is a sign of true innovation well worth investing in.