Reaching the Unreachable 02/22

Winner of the Cannes Media Lion Grand Prix

• P&G was relaunching Biomat in Israel, specifically targeting the Jewish Orthodox sector.
• The Orthodox are almost unreachable via traditional media for religious reasons

THE MEDIACOM DIFFERENCE

• The Orthodox have a well-accepted belief (and religious commandment) of aiding the weak. Our idea was to connect this belief to Biomat: Biomat helps you help the needy.

• Biomat sponsored a clothes drive to help the less fortunate. Events and OOH media supported this drive

RESULTS

• Biomat's shares in the Orthodox sector grew by almost 50%

• MediaCom was honored with the Cannes Media Lions Grand Prix 2005.