HOT cable TV: Magnetic billboard

Background - To maintain its leadership in an aggressive marketplace, the HOT cable TV network decided recently to increase its programme acquisition, adding more award-winning shows to its portfolio

Brief - Position HOT as the network with the best shows and the hottest stars to offer its customers

Execution - As part of a 360 campaign entitled ‘At home with the stars’, BBR Saatchi & Saatchi Tel Aviv created a 140 meter long magnetic billboard, onto which it attached over 6,000 cut-outs of entertainment celebrities that the public was invited to peel off and take home with them

Results - The entire display was stripped bare within 2 hours of launch, and was consequently restocked several times. The event became an instant hit and was picked up by leading media channels, including live coverage on breakfast TV.

Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, Israel
Executive creative officer: Yoram Levi
Creative director: Tal Perelmuter
Art director: Uri Dagan
Copywriter: Eliad Friedman
Account director: Yael Ron
Account supervisor: Sigal Tzur
Account executive: Nataly Ziv
Planning director: Amit Koren
Planning supervisor: Shani Goldberg
Launched: October 2009, Tel Aviv