Adi Hanegbi is a marketing manager in Paz (photo by Raz Avraham)
The Paz Group went for a rebranding that would centralize Paz’s electric charging activities, and they also created a new character together with the McCann advertising agency to lead the campaign. After many brands that launched figures to accompany the product, unlike a presenter, Baz also created a yellow and furry figure that travels around the country to take care of charging the electric vehicles. The character is of course sweet like no other, and conveys the message in a positive and smiling way.
In Paz for some time they put the stations themselves on the screens, in contrast to the crazy goat of the Paz convenience store – yellow – and the one who believes in the campaign and the strategic line is Adi Hangabi of Paz, ice’s marketing director for the month of October.
More in-
Who are you?
The marketing director of the Paz Group – an energy, industrial retail and real estate group that is traded on the Tel Aviv Stock Exchange. I previously served as the marketing director of El Al, a company where I grew from an air hostess to marketing management. She has a master’s degree in business administration and a bachelor’s degree in communications from the Herzliya Interdisciplinary Center. Married Amir, mother of Tomer and Yuval.
What led you to the world of marketing?
From a young age I remember that I really liked looking at advertisements, I understood that this is the way to motivate people to consume services and products and also to influence public opinion. The world of marketing is multidisciplinary and combines commercial aspects, analytics, creativity and art. The development of social networks and digital marketing have made the field complex, dynamic and fascinating, in all of these I found the possibility to bring meaningful action to expression.
The world’s gradual transition to electric vehicles was an opportunity for Paz Group, Israel’s leading energy group, to address a major concern of the Israeli consumer – getting stuck in the middle of the road without a charging point. We launched the Paz charge brand, ultra-fast charging stations nationwide at our stations, offices and at home.
In fact, we recognized that electric vehicle owners and especially drivers who are debating whether to switch to an electric vehicle are very troubled by the question of where they will charge the vehicle, and what they will do if they get stuck in the middle of the road. Paz, with the most strategic locations on the road, and with the positions it offers at home and in the office provides a comprehensive answer to this whole issue – in a convenient interface with the well-known yellow app.
You invented a new character and went about rebranding through it – is this a gamble?
Paz has been the largest and leading energy company in Israel for 100 years, we wanted to emphasize the renewal, progress and technology of the company also for a new world of another energy, electric energy. We made an adjustment and established a sub-brand that refers to the world of electricity and charging – Paz Charge, to produce the marketing and product differentiation for another world of energy.
What is the message you wanted to convey through the character, is it a strategic line for you like the goat in the yellow commercials, instead of say a presenter?
The brand image is a combination that was important for us to convey, the power of the Paz company known from the worlds of energy also in the worlds of electrical energy. The character in the form of a yellow and furry energy giant that travels around the country and takes care of charging all the electric vehicles with energy, conveys the message in a smiling, positive, pleasant and connecting way. We have created a brand asset that allows us to work with him over time.
What were the responses you received from the campaign?
We received excellent responses. The campaign was especially loved and remembered. The combination of the yellow and furry energy giant with the soundtrack of the eternal Liverpool fans’ song – you’ll never walk alone, created an emotional, beloved and memorable connection, along with the insight that now everyone who has an electric car will not drive alone, there is Paz Charge behind it.
What is a good and professional marketing manager in your opinion?
A good and professional marketing manager must understand that he lives in a world that changes at a fast pace and that he needs to pay attention to trends in all areas, while having an interaction between trade, technology, creativity and team motivation.
What tip would you give to a marketing manager at the beginning of his career?
The most important tip, to establish a team that has a wide range of abilities and to hold a dialogue in it that is aimed at the success of the organization and the company.
Comments to the article(0):
Your response has been received and will be published subject to the system policy.
Thanks.
for a new comment
Your response was not sent due to a communication problem, please try again.
Return to comment