If you’ll be watching the 2018 FIFA World Cup final in Israel on Sunday, the referee might help you win a brand new big screen TV.
If you have been watching the World Cup so far, you must be familiar with this year’s innovation: the “VAR” or Video Assistant Referee. The system is the ultimate tool to help on-field referees make the right call on any given occasion, using video replay technology.
But the call for VAR from the referee has also become the new universal icon for a TV screen! So to drive fans to Azrieli’s new e-commerce website, Leo Burnett Israel had the idea to use the season’s hottest icon to steal the show.
During the final, set to take place on Sunday, July 15th, where France will attempt to take home the World Cup for the second time, every time the referee will signal for the VAR, Azrieli will give the first 5 viewers who text, a free big screen TV.
It’s a great way to steal a world event, and it reminds me of that time Volvo made the biggest steal during the Super Bowl.
Air Date: July 2018
Agency Credits: Leo Burnett
CEO: Adam Polachek
Chief Creative Officer: Ami Alush
Chief Account Officer: Idit Zukerman
Chief Strategy Officer: Shai Nissenboim
Art Director: Olga Vorobieva
Copywriter: Elad Gaizler
Agency Producer: Simi Ben-Zikri
Eva Hasson: Marcom Director
Account Supervisor: Shiran Feldman
Account manager: Danielle Elmor
Traffic manager: Maya Varochik