We've realized there is one perfect medium that corresponds with the few seconds it really takes from scratching a "Hish-Gad" card to winning one… YOUTUBE's bumpers! So we've decided to shoot 6 seconds different ads that showed, in fast cuts technique, the whole process from scratch-to-win in only 6 seconds.

Implementation:

We’ve created a series of 6 second ads that told an entire story from scratching the card to enjoying the prize money. From house renovation to buying a new sports car, flying to a rock concert abroad, going on a vacation in Thailand or a making a romantic marriage proposal with a shiny diamond ring.

Media channels and integration:

Mostly on YouTube 6 seconds bumpers, as well as Facebook and Instagram 6 seconds videos.

Timeline:

The campaign went online in all different digital media as mentioned before, starting from July 2015 to December 2015.

Scale:

The total budget for the whole campaign was only 90K $

Composed mainly of YouTube bumpers and later on adding Instagram and Facebook video tools.

"Hish-Gad" scratch cards sales went up by 12.4 percent

(compared to the same period last year).

The campaign short ads were a huge success among youngsters and people from all ages, reaching 13,985,213 YouTube views, and 537,679 views on Facebook & Instagram. While the views target set by the client was 1.5 million (apx.10 time more views than the client expected).