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TAPUZ: The Radio Ads Kidnapping
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The law in Israel has changed fueling devices from being associated with a specific company to universal devices.
The Ministry of Energy in Israel launched a massive radio campaign to inform drivers and fleet managers. Tapuz, one of the country's smallest gas companies, seized the opportunity. Tapuz presents: The Radio Ads Kidnapping Utilizing a new way of working with the media, we attached a follow-up ad to every radio broadcast from the Ministry of Energy. We created a natural continuation that appropriates and connects the country's move to universal fueling devices to… Tapuz. Thus, we turned a government unbranded campaign worth $81,500, into a Tapuz campaign with an investment of only $10,500.
Media: Ori Halevi Related
TAPUZ: The Radio Ads Kidnapping
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