"GOING ALL THE WAY" THE SONG BY "SDIA" THAT INFECTED THE COUNTRY IS THE CAMPAIGN FOR "WORLD AIDS DAY" "SDIA" is "AIDS" spelled backwards See how easy it is to infect the country: Hundreds of thousands of people heard the song played on all the Radio Stations in the country without knowing it is the Aids Task Force campaign. Last night the CEO of the Aids Task Force, Jonathan Karni, unveiled this year's campaign for the "World Aids Day": The "SDIA PROJECT". The project which launched 6 weeks ago was based on a song called "Going all the way", about a girl with easy virtue, created by an unknown band called "SDIA". The song which was released to all the Radio Stations in the country and was meant to spread and reach as many people as possible, set out to prove one point only: See how easy it is to get infected. Get tested! And the campaign, which started on all the radio stations in the country, proved that point: The SDIA song was broadcast so often, that if you summed up all broadcasts of the song it would make for more than 5 consecutive hours of broadcast! Millions of shekels worth of free exposure. Three weeks into the campaign, SDIA was ranking #4 on the National "Music Hit List" published by Yedioth Ahronoth (the country's leading daily newspaper). The increasing popularity of the song led to some great collaboration, while still keeping the story a secret from the general public: The "Going all the way" ringtone ranked 9th on Cellcom's "Most Downloaded Ringtones" list (Israel's largest cellular operator) and was featured on the front page of the "orange music" portal. The "Going all the way" song was chosen as the soundtrack for a Nokia online banner campaign promoting their new music-playing handset. There alone, it was played over 80.000 times. More than 300 coffee-shops and restaurants played the song once every hour for an entire month (via YCD Company) and generated more than 150.000 exposures at hotspots around the countryand counting. The "Big Brother" show decided to use the song as its "wake-up" theme last Saturday. http://www.youtube.com/watch?v=2coQWOrY79Q The song made it to the "Guy Pines Show", the most important Entertainment show in the country. The song is on its way to MTV Europe and will be broadcast starting on World Aids Day. Like last year, radio has played a central role in getting this year's "World Aids Day" project out and the wheels rolling. The "SDIA PROJECT" which is the follow up project of last year's "Doubt" Radio Event (that also marked the "World Aids Day"), shows the strength radio and music have to spread and reach people everywhere, well beyond the borders of radio. To date, "SDIA" has spread and infected a huge number of people, using nothing but a song. People never saw it coming.
Agency credits Agency: Shalmor Avnon Amichay/Y&R Interactive Chief Creative Officer: Gideon Amichay Executive Creative Director: Tzur Golan Creative Director: Amit Gal Copywriter: Geva Kochba Art Director: Shirley Bahar Executive Client Director: Adam Avnon Account Supervisor: Shiran Chen Account Manager: Galia Ashri/Esti Smilg Interactive Credits Executive Interactive Director: Guy Poreh Copywriter: Nadav Raviv Account Supervisor: Dana Cogan Head Programmer: Dima Patt Studio Manager: Lena Feldman Media Planning: Racheli Ben-Avi Musical Production Written composed and produced by: Ran Shem Tov and Shiri Hadar - IZABO Singer: Roni Alter Video Clip Photographer: Eitan Nadel Motion Graphics: Lior Sadeh LivyatanVisual and Elad Magdasy PR Company Moran Paz - "Moran Paz PR" Ayelet Segev and Chen Yanovitz Special thanks to All Radio Stations in Israel Avraham Pirchi, CEO "Shapam" Radio; Isack Tunik, Editor in Chief "Galey-Tzahal" Radio; Dalit Ofer, Managing Director "Galgalatz" Radio; Anat Ardity, CEO "Shapa" Radio; Itay Swissa, Studio Manager "Shapa" Radio; Didi Harari; Ofer Meiri; Yoav Ginay; Eran Litvin; And additional thanks to everyone who made this project possible: "Keshet TV": Avi Nir CEO, Ran Telem; Yoram Zack; "Ananey Communications": Udi Meiron,; Orli Atlas; Guy Pines; Kobi Ben-Atar; Shai Gisim, "Partner": Aviad Rabinovitz,; Gal Raz, Logia; Einav Shif, Walla; Asaf Nevo, Mako; Leon Feldman, NRG; Ori Mendi,Baru; Tzahi Rolnik, Haozen Hashlishit; Gal Ofer, Krembo Records; Jonathan Kuttner; Sharon Refael; Yael Blubshtein; Roni Kleiner; Paradiso Productions; Aspegil Silon; Red Rental; Ayelet Dror; Shaul Mizrahi, Barbi Club Tel Aviv; Noy Alooshe;Omer Gershon, Zizitripo; Gil Komar; Tzvika Furman