Fly Card invested more in advertising than MAX, but remained out of the ranking
Even without being on air, Bank Hapoalim once again tops the memorability and favorability rankings, according to Globes and Geocartography. The index is dominated by summer-themed advertisements, including those from MAX and Duty Free.
After weeks of consistent presence in commercial breaks, which led to the top of the memorability and favorability table, Bank Hapoalim was not on air at all this week. This did not prevent its advertisement from ranking first, proving the value of persistence and choosing the right presenters.
This refers to the Hapoalim Junior campaign, which remained visible on outdoor signage. In one spot, Irena tells her mini-version, "I think the girl is on Caps Lock," referring to Hila Korach's daughter, while in another, she asks her younger self to "think with a closed mouth." As long as she remains in the spotlight, Hapoalim can be satisfied.
According to Ifat Advertising Control, the advertiser with the largest investment this week is the Colmobil group, with 6.6 million shekels for a sales campaign marking the company's 120th anniversary, starring Reshef Levy. The ad ranks ninth in memorability.
The second largest investment, about 4.5 million shekels, belongs to Fly Card, the frequent flyer credit card (owned by El Al). The campaign promotes the message "It's not just a credit card, it's flight tickets" via McCann Tel Aviv, the agency also responsible for the competitor MAX's "Fly more than any other card" campaign.
The Fly Card campaign featuring Niv Sultan and Deni Avdija did not rank this week, while the Sky Max campaign with Shahar Hasson and Lucy Ayoub ranks sixth in memorability and second in favorability.
The third largest investment, about 2.2 million shekels, belongs to the fashion brand Renoir, which launched a men's collection campaign with Noam Batan, who represented Israel at this year's Eurovision.
This week, several summer-themed ads are ranked: Mizrahi Tefahot offers a "big vacation" from mortgages, Direct Insurance promises a "big vacation without a wallet," Tornado promotes the Legend air conditioner, and Tami 4 and Cellcom have launched summer sales.
Notably, the Duty Free (James Richardson) ad, which has been running for two years, continues to resonate by tapping into the insight that for many Israelis, the vacation experience begins at the airport. Escaping reality has become an almost existential need.
Maintaining investment
According to Ifat Advertising Control, advertising investment rose from 88 million shekels last week to 91 million shekels this week.
Favorite agencies
The agencies behind the three most favorite campaigns are Gitam BBDO (Bank Hapoalim), McCann Tel Aviv (MAX), and 42.2 (James Richardson / Duty Free).
This weekly column is based on a ranking by Geocartography and covers the entire population of Israel, including the Arab society.
