Branded Content that provides exposure to a brand, brand name or product in visual or sound is prohibited on any TV platform, including commercial TV channels.

These restrictions are followed and scrutinized closely by “The Second Authority for Television and Radio”, Israel's main television regulatory agency, a public authority that supervises commercial broadcasting in Israel and places heavy fines upon broadcasters found to be in violation.

The only exception is when a prize or “give away” is provided to a participant on the show or to a viewer of the show. In such cases’ advertiser/ prize provider is entitled to a total of three “media exposures” of its brand within the content visually or via sound.

We succeeded in making a significant change to the format, so in the most dramatic and crucial moment of each show, just as ratings peak, a second before going home the eliminated couple gets to scratch a Hishgad card and have a last chance to get back into the race.

This way we used the restriction of "three media exposures" to integrate the “Hishgad” Scratch-card in an integral and natural way to the format, and did that on the defining moment of the show and thus could affect the destiny of the show's plot and of its contestants.

The dedicated FB page (with over 120,000 followers) and the designated website (550,000 unique visitors per day) leveraged the “game changing” moment furthermore and thus encouraged interaction and viral distribution

The “Israel National Lottery", has been targeting the younger audience for years. A steady decline in market share within this vital group convinced client to search for unorthodox solutions that would break the existing mold.

Our monovalent inclusion of the product into 2012’s leading prime-time reality show (an average of 36 Rating points) gave the brand the legitimacy and long sought after acceptance among this audience. Integration and actual illustration of brand and product benefits and outcome raised awareness and attractiveness by 19%.

Traffic to over 3000 sales point’s across the country increased by 35% and by reaching 97,000 “first time users” among 18-25 year we doubled intented goal.

The target of 500,000 scratch-card sales was reached within 10 days the complete emission was sold out within 6 weeks!

The “The Amazing Race” campaign also contributed in the long term:

• Raising “future buying intensions” by 39%

• Brand perception “sky-rocketed” from 3.2 to 5.9 (on a scale of

1-7) among the target audience )"suits people as me" & “adheres to my lifestyle”(

Furthermore massive buzz on social media, with thousands of comments and tweets, 89% of which were positive, aided our campaign immensely bringing total PR coverage to appox.1,500,000$.