Pnina Wiessman, WARC Prize for Innovation, Entrant, 2016
This case study describes how Mizrahi Tefahot, one of the leading banks in Israel, created a strategy to bring happiness to banking, differentiating itself from the competition and growing its customer base.
Moti Zwilling, WARC Prize for Innovation, Entrant, 2014
This case study describes how researchers at the School of Business Administration, Bar-Ilan University, Israel, developed a tool to to assist advertising agencies to select the best product campaign endorser successfully from a list of a given candidates.
Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014
This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.
Rachel Friend, WARC Prize for Innovation, Shortlisted, 2013
This case study describes a campaign that aimed to reconcile Israeli and Palestinian people. It outlines an initiative to encourage blood donation by victims of violence on one side of the Israeli-Palestinian conflict to victims on the other, as a way to reframe the context as one based on commonality not difference.
Cannes Creative Lions, Creative Effectiveness Lions, 2011
Latet's 'Empty Table' campaign aimed to raise awareness of the issue of poverty in Israel. Latet used the setting of 1.3km of empty dinner tables ready for a Holy day dinner in Rabin Square in Tel Aviv, with a billboard behind stating, "Give 200,000 Holy Day meals.
Case Studies on WARC, McCann Erickson, 2010
The sweet cheese dairy dessert for infants (fromage frais) is a very popular category in Israel. Until the year 2009, the category was completely dominated by one brand (called Gamadim) that held 91% of the market.
Tali Te’eni-Harari and Sam N. Lehman-Wilzig and Shlomo I. Lampert, International Journal of Advertising, Vol. 28, No. 2, 2009, pp. 203-229
The current study investigates the role of the product involvement variable in advertising information processing among young people in Israel, aged 4–15, in tandem with three other relevant variables: age group, type of argument and character attractiveness.
Nelly Elias and Leah Greenspan, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp. 113-123
Despite the growing economic significance of immigrant consumers in most Western societies, there is no known study that has empirically investigated the effectiveness of advertising campaigns, which purposely addresses the immigrants’ special needs, values, and cultural characteristics.
Joel Schneider and Michael Cohen, ESOMAR, Youth Power, Beijing, October 1999
Children's Television Workshop (CTW) develops educational TV for children, worldwide. The paper describes three research projects conducted for CTW: 1) the development of New Kid City, an interactive multimedia service; 2) in Israel, viewing and attitudes of parents and children to the TV programme Rechov Sumsum/Shara'a SimSim; 3) a segmentation (cluster analysis) study of the audience for Sesame Street.