some of our work

1. Good morning,
welcome to Israel.

2. Promarket - What we do
Consultancy
Creative
Strategy
Production

3. Established in 1990
Fully owned by CEO & President Yoni Saar
The largest marketing service group in Israel
Customers include multi-national brands and companies
Approximately 120 permanent employees
An annual turnover of 30 million dollars
Over 60 prizes: Effie, Promo, CLIO, Globes and more

5. ?
Live
Marketing
What does it mean?

6. In the new world, brands need to let
the consumers talk about the brand.
The brand should not talk about itself
(old advertising).
To Create
BUZZ
To tell stories in a physical
way that will encourage
people to tell others about it.

7. Our Platforms
Design
Visitor Attractions
Guerilla & Street Marketing
POS
BTL
M.I.C.E
Digital & Interactive

8. The true story

9. Old world brands are facing with new, better and
cheaper solutions which are more suitable for the
new world.
The
Problem

10. The(temporary)
Solution
We believe the solution is in creating:
Emotional relationship
Interest
BUZZ around the brands
Value that is not product wise

11. It’s all
about
LOVE
(sometimes)

13. Our
Solution
for
Strengthening the emotional relationship
between the brand and the costumer:
“Better fun with Yes”

14. The Creative Concept
It’s fun to be a Yes customer...
Once a year -
One Big event
(thousands of people)
Many small
events
(Hundreds of people)
“Out of Screen”
experiences
(dozens of people)
Immediate
rewards
(for all the customers
based on their
account seniority)

15. ‫סורפרייז‬ ‫יס‬ ‫סיכום‬ ‫סרטון‬

16. Yes Restaurant
Yes TV Camp
Game of Thrones Exhibition
Yes Planet
HBO Gallery
Yes Surprise
Yes Summer Camp
Hachamama- Israeli TV Show for Youth
Alifim- Israeli TV Show for Youth Based on an Israeli Book
Mic-Cafe

17. “Out of Screen” Experiences
“Alifim” - one of the most successful Israeli TV series for teenagers celebrated the end
of the 2nd season with the show best fans at a special screening event.
‫אליפים‬ ‫סרטון‬
https://www.youtube.com/watch?v=9YcVgVtViZc

18. Immediate Rewards
Every “yes” customer rewarded with a free movie on “Yes V.O.D” for being a loyal “Yes” customer.
1 free V.O.D movie every year being a “Yes” customer.

19. “Game of Thrones” Exhibition
A special event, inviting fans for a feast in the spirit of the show.

20. Many small events
A restaurant that offers gourmet dishes
from the best tv shows of Yes - YEStaurant

21. Yes invites the young viewers for a special TV summer camp:
YES TV CAMP
Many small events

22. “Out of Screen” experiences
Yes Surprise campaign invited the viewers to interact with the screen
during the shows broadcasting. The first viewers to respond won a
unique “Out of the Screen” experience: the oppertunity to experience
their favorite shows “lifestyle” at their own home.
”Boardwalk Empire” - 50 viewers won a privet poker & whisky
evening with friends at home.

23. Once a year - One big event
“Hahamama”- the successful TV show comes to life and invite the young fans for a day visit
at a special site imitating the show location.
‫החממה‬ ‫סרטון‬
https://www.youtube.com/watch?v=8IHh-1_O87k

24. Once a year - One big event
“Kofico” - the successful kids TV show comes to life and take
“Kofico” the monkey to meet his friends at the Israeli “Monkey Park”.
‫קופיקו‬ ‫סרטון‬
https://www.youtube.com/watch?v=1qTand9Hdtw

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34. Cellcom Volume On-lineCellcom Volume Kinneret
From An Old World
to A New World

35. ‫אונליין‬ ‫ווליום‬ ‫סלקום‬ ‫נגלר‬ ‫סרט‬

36. To establish the “Cellcom”
brand as a leading and
innovating telecommunication
company
Our
Challenge

37. ?
The
Problem
There isn’t any real differentiation
in the Israeli telecom market.
All leading players offer their
customers similar products,
solutions and services…

38. The
Solution
To take ownership on all the innovations
in the Telco world to a concept store
that hosts the most innovating products
that connecting, supporting or using
mobile phones under the Cellcom brand.
By doing that and through promoting
and advertising it’s concept,
Cellcom positioned itself as the most
advanced Telco provider in Israel.

39. Cellcom Mobile Show

40. Cellcom Mobile Show

41. ‫שואו‬ ‫מובייל‬ ‫סלקום‬ ‫סרטון‬
https://www.youtube.com/watch?v=9S6pSVLfEms

42. Creating a BUZZ before launching a new product

43. YOLO Tnuva - xxx
xxxxxx

44. Website Inspiration Stores

45. Mikmak World
Mikmak World is a virtual world (similar to Disney “Club Penguin”),
where each user can design a virtual character to be represented,
go on adventures and meet other members.
Mikmak World is designated for children ages 5-12, and was
established on 2009.

46. The
Brief
From a brand to a Mega brand
To develop a model that can leverage and expand
the existing brand to become a mega brand!

47. Turning TV content into a content
that generates income
Our
Challenge

48. The
Solution
Using TV content to build a brand with
financial strength that comes from:
Digital content subscribers monthly payments
Physical entertainment
Merchandise
Expanding the brand into a mega brand
by creating family of products and services
profiting from the same investment and
brand awareness.
+
+

49. The Promarket ModelThe Historical Truth
Reverse Engineering
TV
Movie
Entertainment Centers
APPWebsite
Entertainment Centers
APP
TV
Movie
Website

50. 360 Marketing

51. The Mikmak World Website
Mikmak World is a social online platform for kids, where each user
can design a virtual character to be represented, go on adventures
and meet other members.
Its friendly and easy - Create an avatar, begin to explore the world
and win coins and prizes! Indulge in your MikMak and provide it with
a nice home, friends and lots of accessories! Play dress up, join the
treasure hunt, chat with other MikMaks and more!
Established Dec 09
More then 5 million registered
Unique Hits amount of over 90,000 on average daily use
Every month there are over 900,000 unique entries
More than 40,000 new register every month
Average time user is about 20 minutes per session
Conversation Rate -9.6%

52. https://www.youtube.com/watch?v=WLHOKEsoF3E

53. The Mikmak Series
Mikmak is a funny and fast-paced original animated series
that revolves around the adventures of The Mikmak Team.
In summer 2011 and 2012 Mikmak was the number 1
watched content on VOD.
Mikmak also broadcastes on
the Nickelodeon channel.
‫סדרה‬ ‫פרומו‬
https://www.youtube.com/watch?v=FYLxehqAN3E

54. Bringing Mikmak World to life

55. Bringing Mikmak World to life

56. “Mikmak Café”
A precise replica of the cafe in the virtual site, but with a twist - the
serving bench lowered, smaller seating booths - all set with kids in
mind. For once it’s all about them!
At the Mikmak Cafe in the real world Mikmak fans can meet, enjoy a
“Mikmak chocolate soup”, edible “Mikmak coins” or eat “eggplant
icecream”, making it the ideal socializing spot.

57. 5 different locations of Mikmak activity, designed and built with the
“look & feel” of the virtual world.
At the “Mikcafe” children will find:
A Coffee shop specially designed for young ages
Mikmak Gift Store
An activity area that includes video games, events and assignments
VIP room for birthdays, classes and other events
The first branch of MikCafe was launched in August 2012
The launch was accompanied by an extensive marketing plan:
Channel 2 launched a campaign cost of 800,000 ILS
An advertising campaign of billboards in strategic locations
in the Sharon area.
Marketing and brand exposure of familiar content related
to the virtual world (such as games, quests, unique items, etc.)
Campaigns resulted in box office hits, long lines and more demand.
“Mikmak Café”

58. The Mik Cinema
In 2013 a full length featured movie was produced and 3 cinemas
designed “Mikmak style” were created, completing the full Mikmak
experience.
Mik Cinema is a cinema concept, first of its time in Israel,
for a child audience.
Entryway is decorated with DVT Hollywood stars and
spectacular performances.
The theater is designed to screen the Mikmak World film
Unique products are sold at the shop in the complex
A vending area is designed to purchase Mikmak brand
popcorn, soft drinks and more
Children can enjoy a variety of experiences at the MikCinema

59. Mikmak - The Movie
Mikmak World is the first Israeli animated film in full length time
An original Israeli production.
A high quality animation in accordance to the standards of the
International Animation Studios.
Overall production took over
two years to complete.
‫הסרט‬ ‫טריילר‬
https://www.youtube.com/watch?v=LpH2wVYqzVc

60. Mikmak Merchendise
A merchandise store jeweled with Mikmak merchandise
(not available anywhere else but at the Mikmak World venue)
invited fans to continue their experience by taking a memento home
with them from character dolls to branded “back to school” products.

61. Mikmak Birthday
https://www.youtube.com/watch?v=P61r9skgcFI

62. Mikmak App
On April 2012 two App versions( free& pay) released to App store.
After only 3 days, the MikMak App pay version reached no.1 on the Israeli App store.
The MikMak App kept the first place in the children category for 3 months.
https://www.youtube.com/watch?v=6sKSo9ArVEQ

63. Summary: our strength model
We expanded our brand from TV content to the digital and the
physical world. Enhancing income from the digital and create the
strength model in which each platform can get support and nourish
the other - a never-ending cycle that extend the brand life.
TV
Movie Entertainment
Centers
APP Website

64. Research - surfing in virtual worlds*
Mikmak - Age Chart registered
812 61014 5
15.00%
5.00%
20.00%
10.00%
0.00%
913 711
In Israel there are 1M children in this age range
2/3 of children in Israel are virtual worlds users (April 2011)
69% of children of Israel heard / familiar with the brand “Mikmak”
57% of children in Israel have experienced “Mikmak World”
In this category, the most prominent virtual world is “Mikmak”
*Made by Gkid & Young (April 11)
15
1.48%
2.94%
8.91%
18.22%
14.78%
2.40%
4.82%
14.69%
19.72%
7.83%
4.22%

65. “Mikmak - The site that occupied
the children of Israel“
Zeitgeist, Google’s annual list reflects worldwide search trends.
Mikmak arrived also first with trends, in other sectors for 2010.
In 2011 Mikmak arrived 6th in Google search words.
from “Themarker“ Dec 10

66. Mikmak - More Data…
Mikmak Trends
Blue line – Mikmak
Red line – Barbie
Orange line– Sponge Bob
Green Line – Phineas and Ferb
Purple line – Bratz
Mikmak: Leading Israeli brand for children

67. Freemium is a pricing strategy by which a product or service
(typically a digital offering such as software, media, games
or web services) is provided free of charge, but money (premium)
is charged for advanced features, functionality, or virtual goods.
subscribers
merchandise
Birthday
Parties
Virtual
Goods
Mikmak
Café
Tickets
freemiumThe website financial model
FREE
PR
EMIUM PREM
I
U
M
PREMIUM
PREMIUM
PREMIUM

68. The Mikmak website financial model
1.28 M kids between the ages 5-12 in Israel
(during a 4 years period)
1.2 M active users that were active more than two days
(during a 4 years period)
120 K paying users (during a 4 years period)
100$ average payment per user
12 M$ - Total income in 4 years
*All data referring to a period of 4 years

69. The Mikmak website financial model
*All data referring to a period of 4 years
100% potential kids between the ages 5-12
31% active accounts in Mikmak world
9.6% paying monthly subscription fee
100$ average income per subscription
Every kid in a country that Mikmak
world website exists worth 10$
1.280000 kids
396,800 active accounts
122.880 paying subscribers
100$ from every paying
subscriber
10$ worth per kid

71. Recycling Store
Summer Music
Recycling Circus
Summer Youth Village/Hotel

72. ‫מיחזור‬ ‫חנות‬ ‫סרט‬

73. ‫וילג׳‬ ‫קוקה-קולה‬ ‫סרט‬

74. Visitor Centers
Bazan
Oil
Refinary

75. ‫בזן‬ ‫סרטון‬

82. Tour Tel-Aviv Application

84. Super pharm - Beauty City
From a drug store
to A Beauty Fair

85. Thank you