Consumer insight – people aspire to “do the right thing” when someone whom they look up to, or wish to impress, is watching. ELA decided to talk to young families through their elders, who wish to "leave a good world" for them

Cultural insight – public grieving has become predictable, with a “procedure” that has been duplicated over and over – from the news coverage to social media posts remembering one’s legacy

The solution – The first campaign “from beyond the grave” - After I’m gone

ELA published a Facebook video announcing the death of one of the most beloved and iconic Israeli comedians and actresses, 78-year-old Rivka Michaeli. When people rolled on it Rivka “came to life” and shared her thoughts about how her public grieving should go, urging people to recycle so they wouldn’t stay in a world full of unrecycled bottles, “that is no longer her problem”.

Implementation

We created banners announcing the death of loved iconic comedian Rivka Michaeli, which “came to life” after scrolling and urged the viewers to hear what she has to say about it.

Timeline and placement

The campaign was aired on 25.1.16, going online on major websites simultaneously in order to create attention and WOM.

Scale

This campaign was done on a minor budget, therefore purely digital, with a “one strike” media strategy – going online simultaneously on day 1 , and lowering profile on the next days, while the WOM and PR carry the campaign and leverage opportunities for major earned media for recycling.

Tier 1

The campaign has heightened awareness for recyclling and set unprecedented WOM around it in a matter of days, on a minimal budget.

Tier 2

Coverage depth:

• Display - More than 2 million exposures and 9000 clicks.

• Facebook – 2 million exposures – most of them organically. 229,000 clicks, over 39,000 likes, 4000 responses and 7000 shares!

• Youtube – over a million views.

• Talk on leading radio stations – 99fm, Galatz, 102fm, 100fm.

• Talk on leading news sites –Ynet , Mako, Reshet, Globes, Nrg, Calcalist.

• Talk on television shows – channel 2 news, various morning tv shows, late night talk shows and more.

Tier 3

• ELA has reached a record setting national recycle rate of 65.7%.

• It has collected a record annual amount of bottles for recycling – 395 million tons of bottles (for comparison.

• Due to outstanding marketing effectiveness, the campaign has recently been chosen as “best advertising move” by the national advertising union.