the promarket book - our work

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The PROMARKET Book of Inspiration | 2009

The
1
st
The PROJECT
STARTS
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1989-2009In 1989, PROMARKET was founded as a sales promotion company.
At the time, the world was divided between ATL and BTL and
agenciessimilartoourselvesthatwerecomplementarytothewealthy,
grand ad agency campaigns. Despite this, Israel was already almost
as developed as the USA when it came to experimental activities,
event activities, etc. PROMARKET's operations in the market,
together with a substantial number of large loyal clients, enabled
us to create outstanding campaigns from the onset, becoming an
active partner in virtually all the considerable moves in the Israeli
market. Over the years, PROMARKET has evolved rapidly together
with our clients and the market. PROMARKET has matured from an
implementation partner into a strategic partner escorting our clients'
marketing aspects activities. We assist our clients in making the most
of developments in the marketing world, taking advantage of the
opportunities that arise in Israel, a relatively small country with limited
media means. Long term partnerships with leading international
brands such as Coca-Cola, Procter & Gamble, and in PROMARKET's
first decade, Nestlé and BAT, created accelerated development in the
company and as a result, divisions specializing in events, point-of-sale,
exhibitions and trade-shows, etc. were established.
In 1999 we sold a large portion of the Company to the Omnicom
Group via BBDO and became part of global BBDO. A few years later,
in 2004, we took advantage of an opportunity and bought back our
Group from BBDO, becoming totally independent and releasing us
from any global "giant" restraints, commitments and rules of play.
Now, in 2009, PROMARKET leads the Israeli Marketing market. We
are the largest company providing the most varied array of solutions
aimed at recreating and defining the relationships between the
consumer and the brands.
PROMARKET leads the concept of Experiential Marketing and Live
Brand Experience, while incorporating events and guerrilla marketing
in the Marketing mix. In a country where the sun shines for most of
the year, and consumer outdoor life is rarely limited by the weather,
the direct encounter with the consumer has vast power.
A Brand experience doesn't just begin and end with a live event.
The funnel and megaphone effect is part of every brand created.
Each campaign requires the building of a certain level of pre-event
awareness before reaching the brand experience core. We also
explore the required level of post-event activity to ensure campaign
reach and impact augmentation.
Channelling activities in this manner congregates the relevant
consumers into the brand experience, while the irrelevant people
tend to opt out naturally.
Creating an amplification strategy as part of the brand experience exit
ensures that consumers pass on the brand message spontaneously
and simply, thus creating brand supporters groups.
Our perception and grasp of media integration coupled with our
drive to identify additional channels of engagement has motivated
us to formulate avant-garde, media-rich, brand campaigns for clients
such as Coca-Cola, Procter & Gamble, Nestlé, Carlsberg, Elite, Tnuva,
Yoplait and other leading Israeli companies.
1989-2009 20 years of love
PROMARKET is the leading and longest established Israeli brand
experience agency.
For the last 20 years, we have been creating revolutionary campaigns
for our clients, partnering with numerous prominent brands. We
provide memorable, compelling and effective experiences that bring
the brand's message to life.
Fusing creative thinking and spunk, we rise to challenges and bring
brands to life through a living brand experience. An abundance of
in-house resources enable us to keep our commitments, deliver our
promises and provide added value, from campaign planning through
to implementation.
We believe in engaging communities in the brand experience,
enabling interaction, thus arousing people to share their discovery.
PROMARKET is all about people! People are the foundation of our
business and the reason that we are in business.
Preceding the creative process, PROMARKET's planning team delves
under the surface of the brand's target markets, in order to unearth,
divulge and gain insight into their thought and behaviour processes.
Our definition of a successful communication is one that engages
the target market, as opposed to causing an interruption. Thus,
this captivating engagement in a live environment makes bringing a
brand to life so powerful.
Our target is effectiveness. However we believe that creativity is a
paramount ingredient when establishing an effective campaign.
Success evaluation and measurement are an inherent part of the
brand experience, as opposed to part of the campaign conclusion.
Marketing is an integral part of the company and brand strategy -
part of the top line, not an overhead expense in a financial report.
Symbiosis between activity and measurement is vital, however true
commercial accountability should be measured by how the activities
are delivered.
PROMARKET is active in Israel and abroad, operating with clients in
Europe and around the world. Our production teams can manage
products anywhere in the world, assisted by our extensive network
of international partners that we have built up over the years.
Today, company ownership is divided between the founder of
The PROMARKET Group, Yoni (Jonathan) Saar and the executive
management team headed by Yorav Harel, CEO of the Group.
PROMARKET has a team of 150 permanent employees, who make
up the management and creative team. In peak times, during major
campaigns and projects, the number of team members may rise to 1,000.
The PROMARKET Group is active within 5 main divisions. These
include: Promotion; Events; Attractions (including exhibitions and
visitors' centres); Design and Marketing and Sales Consulting. The
Company is also active in additional fields such as Marketing Content
and establishing and managing outsourced sales operations.
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Create the ideal
setting in which
the brand can be
experienced
& make
connections
Use
to convey
information
the senseswhere the
competition is not
Go
experienced
traditional media in
ways they have not been
used before
Use
rules:
The
promarketingpro
Create the ideal
Make consumers
actively
involved
Use places or objects
as a carrier of the
message
Use
the senses
Use
the senses
Use
Go
Catch
off guard
consumersconsumersconsumers
Get close and
personal
Use
Don't enforce recognition
and attribution.
Earn it
information
competition is not
Make consumers
actively
Make
Come to life!your promise
Be Presentwhere your audience is
Create
experiences, visualize
the brand three
dimensionally
sensorysensory
P 8>9

Yoni (Jonathan) Saar, President, Partner and Founder
Yoni Saar founded PROMARKET in 1989 following a career as
journalist and editor with "Haaretz" group. In his last position there,
he was assistant chief editor for the "Ha'Ir" newspaper. Over the
last twenty years, Yoni has led The PROMARKET group, cultivating
it and establishing the most important alternative marketing group
in Israel. In 2008, Yoni withdrew from the daily management, and
now is the head manager and creative director of the company, as
well as of the business development for the group's future. Yoni also
writes a marketing column for "TheMarker" newspaper and is a
guest lecturer at a variety of institutions.
For speaking engagements:Bizdev@promarket.co.il
Promarket managing partners

Yorav Harel, CEO and Partner
Yorav Harel joined PROMARKET in 2005, following a long television
career. In his last position before PROMARKET, Yorav was CEO
of MTVS Meimad TV Studios, one of Israel's most successful TV
studios. Prior to that, Yorav held a number of positions in television
production, marketing and management. Yorav also was a consultant
on the Franchise Council for The Second Authority of Television and
Radio in Israel. Upon joining PROMARKET, Yorav became Deputy
CEO and was responsible for production and implementation within
the Company. In 2008 Yorav replaced Yoni (Jonathan) Saar as
CEO and became a full Partner. "Globes", Israel's leading ﬁnancial
newspaper, selected Yorav Harel as one of the forty most promising
executives in Israel under the age of forty.
Promarket managing partners
P 10>11

How to read our album?
This album is not a book
It was not written,
photographed or designed
as one piece
It is not in chronological
order or methodical in
any way
To create love and interaction
with the consumer at every
possible meeting point
It does not claim to
portray our activities
over the last twenty years
It was edited, designed and written
over the years as award
submissions, documentation or
activity summaries
It is an album; a collection
of our ﬁnest projects
The only constant thing in this
book is the spirit of Promarket,
our language and our idea
This album was Collected as
one piece, organised according to
The Promarket Group divisions
various designers
designed it; various
authors composed it

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SO
LIVEMARKETINGBRANDBONDING
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VERTISINGW
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CONFE
PRESIDEN
CONFE
PRESIDEN
CONFE
PRESIDEN
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NFERENCE
DENTIAL
NFERENCE
DENTIAL
NFERENCE
DENTIAL

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‫המרחבים¨†המתחמים†השונים†והסטים†של†הבמות†עוצבו‬
‫במיוחד†על†ידי†פרומרקט‬
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≤∞∞7≠≤∞∞8
‫כנרת‬‫ווליום‬

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L ENJOY
C
ººº
EXPERIENCE
FULL
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FEEL ENJOY TRY WINREMEMBER FEEL ENL ENJOY TRY WINREMEMBER FEEL ENJOY TRY WIN REMEMBERFEEL ENJOYTRYWIN REMEMBER FEEL ENJOYTRY WIN
FEEL ENJOY TRY WINREMEMBER FEEL ENJOY TRY WIN REMEMBERFEEL ENJOYTRYWIN REMEMBER FEEL ENJOYTRY WIN
FEEL ENJOY TRY WINREMEMBER FEEL ENJOY TRY WIN REMEMBER
FEEL ENJOY TRY WINREMEMBER FEEL ENJOY TRY WIN REMEMBERFE
FEEL ENJOY TRY WINREMEMBER FEEL ENJOY TRY WINREMEMBER
CELLCOME

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Coca-Cola Village is Coca-Cola's Israeli innovative summer project.
It is a special youth hotel established in the north of the country.
Until a few years ago the location was used by Club Med for their
Achziv Club. PROMARKET took over the club on behalf of Coca-
Cola, rebuilding and refurbishing it and creating the ﬁrst Youth Hotel
in the world. Entrance to the hotel is limited to ages 16-18.
Tens of thousands of Israeli youngsters participated in Coca-Cola's
summer campaign. In exchange for collecting ten bottle caps or cans
and an additional payment of $50 US, an Israeli youngster was able
to book a holiday at this special hotel, including all inclusive board
for three days and two nights. Coca-Cola built a world of their own
within the village: "The Coke Side of 'Life".
The youngsters slept in sea-side cabins bunking 3-4 guests. An
enormous dining area offered free food, catering ﬁve meals a day.
The pool, sea, beach, game and club room, computer rooms, water
sports, parties, performances and what not! All these delivered the
young guests with an experience presenting Coca-Cola's way of life:
optimism, joy, love and mainly the real way of life in a world that is
all for the young.
Within a month, the Coca-Cola village became the Israeli hot
topic of the day for youth and adults alike, and created the most
fascinating project in Israel in 2008.
"The coke side of life"

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FUTURE
BUILD
YOURWITHUS
‫ענק‬‫הרצאות††††††††††††††††††תערוכת‬µ∞††††††††††††††††††‫†משתתפים‬µ∞∞∞†††††††††††††††††††‫פיננסי‬‫לתכנון‬‫הועידה‬

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to 60 years of the liberation of the death camps Krakov, Auschwitz and Birkenau.
theMARCHof the LIVINGcommemoration events in Poland
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Guinness World Record
Guinness World RecordBBQ
Guinness World RecordBBQBBQThe Big
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