The Strauss Award: This is how asking for forgiveness became an innovative move - voila! Of money

After the crisis, Strauss-Alit returned to leading the category of snacks and chocolate bars (Photo: Public Relations)

The Innovation Committee of the Israel Marketing Association, points out to praise every quarter the successful launches in the market, and gives the winning company the "Innovation Award".

The Marketing Association knows how to tell that those who are involved in marketing know how to appreciate the importance of an innovative launch, how much work is done behind the scenes in preparation for it and how much effort and resources are invested in it.

Last night, the Israel Marketing Association published the list of winners of the innovation award for the last quarter of 2022 out of a willingness to raise a miracle for their work, and to bring to the attention of those involved in advertising and marketing, the largest competing companies in the economy, as well as to the general public, who stood out and demonstrated innovation in commendable launch moves.

The crowned winners for this quarter are: Strauss, 7eleven, one zero and Maccabi Health Services.

Remember the recall?

The public connected to transparency, forgave and went back to consuming Elite's chocolate bars just like before (Photo: ShutterStock)

Strauss - Elite's sweets have recaptured the hearts of consumers

Elite's sweets are returning to the shelves and to the hearts of consumers because it turns out that "there is no substitute for love".

At the end of April 2022, the largest and most complex recall that Strauss has ever known was announced, the recall of the Elite candy factory.

For eight months, elite sweets were missing from the shelves - a long enough period of time, during which consumers could experiment with competing products, get to know new tastes and adopt new habits.

The comeback, after a period of eight months of absence, was full of self-humor and was done while "exposing" all the "flaws" of the products - the strange taste of a tortilla, the dry texture of Twist, the large cube of the cow that is always fought over and more.

.

The message "There is no substitute for love" was absorbed and the audience returned love to the brands.

It was Elite's best campaign since 2016 and within one month, the company was able to regain trust, sympathy and relevance and recapture the category leader.

Strauss returned to leading the snacks and chocolate bars category, with Elite's individual snack market share growing to 51%, just as it was in April 2022, just before the recall.

The tables sector grew to 54% market share, five percent less than it was in April 2022 (59%) and in the table sector it jumped to 33% in January 2023, five percent less than April 2022. In addition, Elite returned to leading the sales charts - the first three places in the category The snacks (time out, tasty and tortilla) and the first five places in the category of the chocolate tables (various products of cow chocolate).

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7eleven, the opening of the first store in Israel (photo: PR)

7eleven - entering Israel with the launch of the first store in Tel Aviv

The launch that won the title of "innovation" led by 7eleven The launch of the first store in Israel - at Dizengoff Center

eleven7 is the first and unique OSS (One Stop Shop) player of its kind in Israel that operates with the Grab&Go method and provides a convenient, fast and accurate consumption experience for the specific living space of each and every branch.

Although the brand is known to some of the local audience from its travels abroad, when it was launched in Israel, they encountered a double problem: the audience does not understand its differentiation and its unique and multidisciplinary value proposition places it against many competitors and a real behavioral change of the Israeli consumer is required. Therefore, it is necessary to conduct a course of action I launched Smart to tell the news of the brand to the Israeli audience, one that would define its place in the consumer's life, and get the local audience into the habit of frequently using eleven7.

In January 2023, the chain redefined convenience stores in Israel.

The launch of the first store in Dizengoff Center, which is a center of attraction from all over the country and increasing the exposure not only to Tel Avivians and the pedestrian traffic that passes in front of Dizengoff that does not exist anywhere else in Israel.

The strategy was to launch the chain from outside Tel Aviv and connect with the Israeli existence and local consumption habits.

The opening event was a resounding success, when the Israeli audience did not remain indifferent and came in droves to experience the brand for themselves: participate in award-winning activities, taste the chain's products and be part of something international.

The media also did not remain indifferent when, alongside the coverage of the opening itself and the beginning of the network's activity in Israel, the

in the media and social networks.

The chain managed to turn the launch of a local branch into a national event,

And everyone wants to be there, with an average of 1,300 customers every day, 600% more than the target set at the beginning of the move, 2 million interactions on social networks, 1.7 million views of content from influencers and making the network an integral part of the media discourse including appearances on the news programs, Eretz Fahadal and "Ktorza Varez" .

For the first time after 43 years, a new bank opened in Israel, one zero (Photo: Public Relations)

A new bank in Israel, for the first time after 43 years

Until the launch of ONE ZERO Bank, the rules of the game for the category were very clear.

There are 2 leading giant players, 3 more large banks and several small banks.

The banks all provide the same services, in a similar way, charge similar fees, work according to the same commercial models and with the same technology.

There is nothing new under the sun.

Another issue that characterizes the Israeli banking market, but not only, is the differentiation in the nature of the banking service that the public receives according to its means, in other words, the majority of the public receives regular banking service, the level of advice it receives is reasonable and, above all, it is the one who needs to take care of managing their own money.

ONE ZERO Bank

- to bring a different kind of banking to the State of Israel and from there to the world.

To use technology in such a way that it can increase equality and reduce the gaps between people.

Between those who have a lot of money and those who still don't have a lot of money.

The story of ONE ZERO Bank is the story of a disruptive brand, a new brand that has come to change the rules of the game in a market that has been run in the same way for decades.

Perhaps in order to further understand the essence of the bank, one needs to understand the man behind the vision, the entrepreneur, the businessman, and the professor of mathematics and artificial intelligence expert Amnon Shashua, who brought about a revolution in the automobile sector through the use of AI technology in the form of the company Mobileye.

All banks have applications but that is not what makes them digital because their basis, source is analog of the past and so is the business model which conflicts with the interests of customers and the level of service.

ONE ZERO Bank, through

, brings the democratization of private banking, which was once the property of the few, today is possible for everyone.

This is the only bank in Israel with an advanced AI system, which is also available 24/6, provides a private banking service even to customers who are not rich and the only one that is entirely based on a digital system from start to finish.

In addition, Bank One Zero is the only one without a celebrity, presenter, singer or actor.

- awareness, image, appreciation and preference.

About a third of the public stated that they would consider opening an account at One Zero Bank, while of the 41% who had never switched to a bank, over a fifth claimed that they would consider switching to One Zero.

the number of searches for the bank on Google increased dramatically, a double-digit increase in opening accounts and of course - a significant increase in depositing deposits in the bank.

Maccabi Health Services - the digital membership card (photo: Public Relations)

The digital revolution in the membership cards of Maccabi Health Services

Not only smartphones, in the last two years the digital giants have made digital wallets an integral part of the Israeli consumer and we no longer remember what the wallet looks like, let alone the cards that are in it.

The digital wallet is no longer exclusively for the use of credit cards, but is becoming the HUB of clubs.

In Israel it is already possible to pay by public transport and enter customer clubs while in the world it is already possible to enter your license, airline tickets and even your flight ticket.

So if even the boarding pass at the airport can be entered into the digital wallet, why can't we take advantage of NFC technology and the existing platform

in the group and also enter the group's membership card?

As part of the internal organizational thinking process, Maccabi recognized the trend of digital wallets as a

Avoid using the old magnetic cards.

That's why Maccabi chose to take an innovative and ground-breaking course of action and initiate cooperation together with the technology giants Apple and Google.

Together with them, Maccabi developed an innovative feature, the first of its kind in the global health industry, based on NFC technology, which allows the membership card to be entered into the digital wallets of each of us, allowing access to each of Maccabi's clinics to personal information and medical history.

The move promoted by Maccabi does not only serve the consumer pain of forgetting the magnetic card or looking for it precisely when we are under pressure to get to a medical examination, but

.

It comes to solve other important issues such as our massive use as a public of plastic products and to help improve the quality of the environment.

In addition, the shortening of the bureaucratic processes made possible by the use of the digital wallet for the benefit of information accessibility, optimizes the work processes of the medical teams and turns a few minutes of each patient into whole hours from the clinic's perspective which can be optimized for the benefit of all the group's customers. Maccabi's initial goal was of course exposure and

explanation , but the main goal is to generate as many claims of membership cards in the digital wallets as possible.

and started using the new technology. Also, this is not a general national campaign similar to the other moves of the group throughout the year, so the target audience is also limited and more challenging.

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