You can literally find almost ANYTHING in Tel Aviv. Great food, beautiful people , clubs, street artists, and what not…

What not? Parking spaces. .

The heart of Tel Aviv is probably the worst place to drive into, simply because you can never park there, and if you did – you'd most likely get towed.

Discount Bank knows that and provides its customers with free parking in many parking lots throughout Tel Aviv. So, how do we let the people of Tel Aviv know they can finally park peacefully without fearing the dreadful tow truck? We put our message on one, and make sure everybody knows that Discount Bank’s customers enjoy a comfortable parking arrangement in Tel Aviv.

Since noticeable media is running out and people pay little attention to street signs, banners disappeared from sight, and people are apathetic to advertising – it's hard to get them to feel something. But we noticed another thing about people in Tel Aviv: when they see a tow truck with a car on it, they tend to respond. "Poor guy" and "damn these city inspectors!!!" are just some of their reactions. So we used this attention to our benefit. We arranged for a car to be towed with our message on it: "Make sure this doesn't happen to you… Park FREE in Central Parking lots, with Discount's Key Card".

We then parked the car in a problematic parking spot and waited for the inevitable: a tow truck quickly came and towed our car, driving it through the crowded streets of Tel Aviv, thus turning it to our own moving billboard.

Our target audience is male and female car owners aged 18-60, who live in the Tel Aviv metropolitan area – but not only. We also targeted people who consider buying a car but do not because of Tel Aviv's parking issues. We took the direct "hard" approach – we displayed the unfortunate outcome of parking in non-designated spots in Tel Aviv, which every driver in the Tel Aviv area experiences at least once. By reminding them of this experience, we stirred something in them, leading them to choose Discount as their bank and gaining the parking arrangement they needed so badly. The message "Make sure this doesn't happen to you…" on the towed car and Discounts’ web address were a strong call for action, convincing Tel Avivian drivers to take action and open an account with Discount.

We printed our message, directing it to drivers in the Tel Aviv metropolitan area - "Make sure this doesn't happen to you… Park FREE in Central Parking Lots, with Discount's Key Card” - on a vehicle and parked it in a "problematic" parking spot in Tel Aviv. Then, as expected, a tow truck came and towed our new "motorized billboard” away, carrying it across Tel Aviv, through crowded streets and highways for hours, drawing much attention and surprised reactions.

The reactions on the street were amazing. People laughed, took pictures and applauded. Calls to Discount's call center and website visits increased significantly, and there was a rise of 12%(!) in purchasing Discount's Key card.