New campaign turning the URL bar into media space - Israel

Daniel from McCann Digital explains the concept: 

In Israel, the amount of banners per person is the highest in the world.

That's why when Cellcom asked us to promote "First Love", its branded content website which presents Israeli teenagers' love stories, we needed to come up with a new way of making it noticeable to people online.

To do that, we turned the URL address bar into our media, using it to present short love letters which in turn led viewers to the "First Love" website simply by pressing enter.

What we thought would be a nice campaign turned out to be a new media tool, as the 4 leading Israeli websites now support this new way of communicating messages, whether it's an advertising campaign or a website announcement.

Agency: McCann Erickson, Tel Aviv, Israel.

VP Creative: Eldad Weinberger

VP Creative Digital: Nir Refuah

Art Director: Nir Hersztadt

Copywriters: Tal Schweiger, Daniel Barak

Web Development: Niv Kantor

Web Programmer: Jonathan Bachman

Supervisor: Shira Porat

Account manager: Shira Cohen

Media Planner: Jasmine Bar-Gad

Published: July, 2011