•The target audience was drawn from new customers as well as people from within the advertising world, in order to raise their awareness.

•The strategy mainly focused on breaking preconceived misconceptions – that creative advertising cannot be done anywhere but in the country's center.

•The strength of our creative idea is the use of a known desert icon – the camels. The camels were a direct connection between new media and the location of the new headquarters, the desert.

•Our creative execution was appropriate due to the preconceived thought that the desert held nothing but camels. We wanted to let people know that now the desert holds much more than that, and its potential is far greater than what is known.

Our creative solution was creating a new fictional new media agency "Ads on Camels". After attracting attention using this new company, we unveiled the real new media agency in the Negev – "McCann Valley".

Results:

Facebook shares: 2,300

Website entries: 28,000

New McCann Valley customers: 13

Campaign cost: 10,000 Shekels ($2,800)

Phone calls made to the fictional new media company: over 1,000