Eyal Amit, VP of Marketing at Israel Israel (Photo by Shai Franco)
How to advertise underwear for men on TV screens and their uniqueness without explicitly mentioning it? The Delta campaign captivated viewers with a campaign with Lee Byrne walking on eggs in an advertisement that said what should be said even without saying so.
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Who are you, Eyal Amit?
43 years old, single + girl in co-parenting + red cat, VP of Marketing for Delta Israel, holds a master’s degree in business administration from the College of Management, lives in Tel Aviv.
What led you to the world of marketing?
I started at teenk, an advertising agency for youth and young people, where I worked in a number of different and especially fun roles. After that, I moved to Unilever Israel for a number of positions that included managing the deodorant category, managing the marketing communications of all Unilever brands and a particularly fascinating year at Unilever’s global headquarters in London where I managed the AX brand’s global digital. After 10 years at Unilever, I was appointed to the position of VP of Marketing for Delta Israel, where we manage the Delta, fix, Panta Rei brands and the upcoming launch of Victoria’s Secret.
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The Campaign with Lee Byrne: You decided to go for a sensitive topic and display it on TV screens, and each brand probably needs to be re-cracked every time. How do you handle a marketing process in a relatively conservative advertising world?
In the Matchons campaign, we wanted to convey a message of innovation and technology to a category that is less talked about and advertised – men’s underwear. The choice was in a language that uses humor while maintaining a high level in all creative aspects.
You went on a humorous and light-hearted line to get the message across. The target audience was the male customers (who usually have the stigma of looking for more macho commercials) – going together?
Most go together. Eventually men and women connect to good consumer insight. The script is full of insights that any man can identify with, and the message goes in a humorous and light-hearted way that elicits a smile and creates interest.
What led to the choice with Lee Byrne? (Beyond being the presenter’s partner), and how was working with him?
When we were looking for a man figure to advertise the men’s underwear, and the team at Adler Chomsky offered Lee Byrne – it was clear to us that this was the perfect casting. It is full of charisma and charm, conveys a humorous message at eye level and captures the screen from the first whip. And yes, he is also the husband of Eliana Tidhar, which only reinforced the prominence and relevance of the message.
Working with Lee was a combination of uncompromising professionalism and a lot of fun, Lee was involved in writing the script and creative and everything was in collaboration, patience and lots of professionalism.
For you, has the latest campaign been a success in terms of sales? Also in terms of male customers?
The campaign was more successful than expected, as we are a public company – the numbers can only be published with the publication of our next report.
What is a good and professional marketing manager in your eyes?
A good marketing manager is first and foremost connected to consumers, insights, category and what is happening in the world. One should always listen to consumers, to the network, the sales floor and the media.
A good marketing manager knows how to “win over the orchestra” and lead all interfaces to the destination as well, while maintaining a respectful and professional way.
What tip would you give a marketing manager at the beginning of his career?
Combine marketing with social action. Unequivocal. We see today in the Delta, when we strive for diversity and inclusion and integrate people with special needs in photography and advertising, that when we do good for society and people – we do good for both the brand and, no less important, for ourselves.
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