Warzone Marketing: How an Israeli Agency Innovated Strategic Campaigns

"The most noble cause inspired us to think differently and innovatively, ensuring the message reached as many people as possible. I'm pleased that we achieved our goals in such a short and challenging environment, and that we contributed, even a little, to raising awareness for such a vital cause."  (Omri Brill, Adcore’s CEO) 

On October 7, Hamas terrorists invaded Israel, killing over 1,200 people and kidnapping hundreds more, in the worst massacre of Jews since the Holocaust. The conflict that erupted between Israel and Hamas as well as the full panoply of Iranian-backed terrorist organizations, and even Iran itself — has been intensely scrutinized. In particular, questions about the Israel Defense Forces’ (IDF) strategy, operations, legality of conduct, concern for mitigating harm to civilians, and provision of humanitarian assistance are being raised and actively debated everywhere from the public square to international organizations.

The Battle Over World and Public Opinions

The war quickly dominated international media, with social media playing a crucial role in live updates and personal narratives shaping global public opinion. Hashtags, viral videos, and real-time coverage significantly influenced perceptions and reactions worldwide.

Managing the flow of information and combating misinformation has been a major challenge since then. Both sides use propaganda to control the narrative and gain international support. The rapid spread of news and fake information further complicated the situation.

As part of its proactive media campaigns, the Israeli Ministry of Information provided real-time updates, press releases, and coordinated messaging to ensure accurate information reached the public. The office used everything they could to highlight the plight of Hamas hostages,from social media to traditional media and direct communication with international agencies, to maintain transparency and credibility.

Digital Activity

The Ministry of Information Awareness launched a comprehensive media campaign to raise awareness and maximize exposure regarding the situation of kidnapped children and women held captive by Hamas. The campaign aimed to encourage public opinion to exert pressure for their release. It informed the public about the dire situation and rallied support. Key components included digital billboards, transit shelter ads, and full-motion digital displays in strategic locations across major cities.

Due to the holiday season and the overall sensitivity of the content, it was challenging to create a campaign. The Ministry of Information Awareness had to work rapidly to release an impactful campaign at a relevant time that would gain traction among the overload of media.

It’s Rush Hour Time

"The campaign involved meticulous planning and execution," stated Noy Elimelech, Adcore Elite Head of Digital Advertising in Israel. "We defined our strategy by carefully considering the target audience, geographical focus, and creative content. We researched media publishers to select the right platforms and finalize a comprehensive media plan. Programmatic campaigns were built using the DV360 platform for efficient management. Budget and bidding optimization were key to ensuring cost-effective impressions during peak times and in strategic locations."

Finally, after days of work around the clock, the campaign was launched. With a substantial budget of $700,000, the campaign utilized digital out-of-home formats, including digital bulletins and transit shelters, ensuring high visibility across major US cities such as New York, Washington DC, and Los Angeles. Leveraging the power of DV360 as the platform, the campaign strategically reached its target audience over a focused duration of 14 days. This approach was key to the campaign's significant impact and reach, marking a milestone in the advertising strategy.

Results were quick to follow

The campaign achieved significant reach of over 34 million impressions, demonstrating the power of coordinated media efforts in times of crisis. By effectively managing resources and leveraging strategic partnerships, the Ministry successfully informed and engaged the public, both nationally and globally, fostering unity and collective action.

"The Ministry's campaign exemplifies the impact of strategic media planning and execution” says Omri Brill, Adcore’s CEO. “Adcore has made it the first time ever linking offline top-tier media with digital platforms. This innovative campaign effectively informed and mobilized the public, setting a benchmark for future informational campaigns."

For more details on the campaign, you can read the full article here. If you want to work with Adcore Elite Digital

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