Bank Hapoalim Tops the List of Most Remembered and Liked Advertisements Again
Bank Hapoalim ranks first in the Globes and Geocartography list for the third consecutive time, with recall and likeability rates significantly exceeding the semi-annual averages.
Apparently, this is another successful week for Bank Hapoalim, whose advertisement is ranked for the third time in a row at the top of the list of the most remembered and liked advertisements, by Globes and Geocartography. One should pay attention to the data: the recall rate stands at 14%, compared to the semi-annual average of 10%; the likeability rate stands at about 34%, compared to the semi-annual average of 25%. In other words, the numbers indicate a stronger-than-usual rooting in the viewer's consciousness.
This success stems from a smart choice and the correct use of the two presenters, Hila Korach and Liat Har-Lev, throughout an entire year in which the bank has been on air with a large number of campaigns. Each of them promotes a move that meets a real need of the customers.
This time it is about the Junior move, in which the bank offers parents a prepaid card, designed to save them a headache and allow them to track the children's expenses. Korach's daughter is of course a genius like her mother, while Irena-the-child from the past is interested in completely different things. It is no wonder that even the current Irena does not exactly understand what they are talking about ("I think the girl is on caps lock"). The main thing is that now she understands how to choose smart friends.
According to Ifat Advertising Control data, among advertisers on all television channels, the advertising body responsible for the largest investment this week is the Fly Card credit card of the airline El Al (in collaboration with Isracard), with about 5.5 million shekels. In a blue studio, the color identified with El Al, the new presenter Niv Sultan explains to the viewers how they can receive gift cards from the company. Thus, for example, if they spend enough money (5,000 shekels, to be precise) per month on other things, they will receive a flight ticket.
Behind the advertisement is the advertising agency McCann, which handles El Al, while until now the brand was handled by the advertising agency Peach - which was also responsible for the launch advertisement of Fly Card last month. The advertisement is ranked fifth in recall, and second in likeability.
The second largest investment, about 3.3 million shekels, belongs to Bank Mizrahi Tefahot, for the "Great Summer Vacation from the Mortgage" campaign with the new presenter Gia Baar-Gurevich and the veteran presenter Dvir Benedek. In the advertisement, which is ranked second in recall, Baar-Gurevich plays Dominique from "Cafe Zion" - a French character who reminds one of "Anali" from the web videos created by the actress, and from the TV series "Tzomet Miller".
On social media, many short videos were uploaded that build the character of "Dominique" in the viewers' memory, and therefore she is also dressed in all of them in the same dress. In the main advertisement, she humorously promotes the move that offers a credit of up to 3,000 shekels on the monthly mortgage repayment. Benedek is left to recruit her to the bank, and solve the problem of Henry Liam Zion's birthday date.
Static investment
According to Ifat Advertising Control data, the investment in advertising stands at 88 million shekels, an amount similar to that recorded last week - 90 million shekels.
The favorite agency
The agency responsible for the most liked advertisement is Gitam BBDO (Bank Hapoalim), while places 2 and 3 are far behind (a third of the likeability).
From cellular to real estate
This week, the "Big Apartment Tender" campaign by Pershtovsky went on air, starring actor and comedian Eli Finish, with an investment of about 15 million shekels and through the advertising agency Glickman Shamir Samsonov.
The column, published here weekly for the last 20 years, is based on a ranking by the company Geocartography and places emphasis on the analysis of trends and changes, unique creative, complementary steps in digital, and more. The ranking includes the entire population of the State of Israel, including the Arab society.
