A bold and eye catching move that would make the Haaretz newspaper readers realize that payment for quality digital content is a legitimate act.

The message that accompanied the campaign was: it's time you invested in your brain. The message was expressed in an amusing and eye catching video presenting the brain's heartbreaking confession to his owner. The brain complains that his owner invests in all the other organs, but isn't investing in him at all. The conversation, that begins like the regular complaints of couples (you don't invest in me anymore), quickly deteriorates and gets out of control and gets to a physical fight between the brain and the male genitalia coming to the defense of its owner.

The campaign began in July 2015 and ended in August 2015.

A video lead the campaign, advertised on YouTube, Facebook and Artimedia

(an Israeli network that bundles video advertising on the big internet sites in Israel).

The campaign messages were also expressed in dynamic banners on GDN- google display network.

The campaign included paid posts on Facebook as well as mobile preloaders and overlay banners advertised on the Haaretz website (haaretz.co.il) and on the-

TheMarker website (themarker.com).

As part of the media strategy, we made use of media display and banners that were served only to types B and C with specific sales proposals and purchase motivation.

The phenomena surprised even us:

An increase of 30% in the Haaretz paying subscription inventory.

A very surprising piece of data considering the complicated task we faced = market education, especially considering the very strong psychological block.

The TGI survey for the second half of 2015 teaches us that Haaretz newspaper increased its exposure by 23% while the exposure of most daily newspapers decreased.

The video posted on the Haaretz Facebook page gained over 400,000 viewings, around 5,000 likes and 4,000 shares. The number of YouTube viewings was 275,000. The number of viewings on the Haaretz website was 500,000.

Total 1.2 million internet viewings

(For the sake of comparison – the number of Israeli residents is 7 million…)

The campaign was covered by the media in over 52 items with an exposure value of over 250,000 Euros of free media (according to "Ifat Advertising Control data")