The “Israel 60th Anniversary“ Campaign launched by Africa Israel Residences in the course of last May, in which framework Government employees who purchased an apartment in the course of that month were offered a NIS 60 thousand grant, yield to the highest number of sold apartments in the last three years: 122 were sold in a month.

Yaron Tzuberi, Maketing Department Manager at Africa Israel Residences Ltd., declares: “The marking creativity and clever sense of humor sparked off a lot of reactions from having right to the operation and from others. The success of the campaign is expressed by a 50 % increase in the number of phone queries and a similar increase in the number of queries on the web site. The number of appointments at sales offices increased as well by a factor of 40 – 70 %.
Reactions to the campaign are felt by an impressive number of visits to the sales offices, which yielded to the high number of sales.“
In the campaign, three famous and notable Government employees - Ulmert, Bibi and Barak - were presented as “having right“ to the operation.
The operation was accompanied with a campaign, with a total budget of about NIS 1.5 millions, will advertising on bill board, on the press, on regional radio stations and on the Internet. The Company also organized sales rallies at main crossroads around the country. The campaign was overseen by the Azimuth Advertising Agency, under Benny Karet’s management.
In the framework of the campaign, the Company sold, as said, 122 housing units, of which 73 housing units to having rights to the operation benefits.
The two web sites that leaded in the number of sales were: Savyoney Netzer Sireni in Nes Ziona (18 housing units) and Migdaley Hasavyonim in Yahud (13 housing units).
According to Ifat Ginsberg, the Company Marketing Relation Manager: “One may not stay impassible to such a campaign; the campaign invited whatever reactions, while most reactions were made with a smile, understanding well its underlining humor.“