Yellow Retail |Your Facebook Sad Friend

Yellow Fun To Go «Your Sad Friend» App.-- Feelings & status updaes instead of segmentation

Yellow - The largest convenience store chain in Israel, has launched its Private label - “Yellow Fun to Go” which includes smoothies, ice cream yogurt and chocolate drinks, sliced fresh fruits and many others - all the sweet things that can make you happy while you are on the go.


The challenge
Creating awareness to the new product line and getting people to experience it through the on-line campaign.


The idea
Taking contextual advertising to the next level: we segmented not through websites or content, but for the first time, through the emotional status of our target audience.


We chose to use Facebook ,the largest social network in the world, as the platform for our campaign.


The execution
We created a Facebook application that offers sending a “cheer up gift” to your sad friends.How? After installing the application, it scanns all of your friends’ status in order to find “sad” behavior– depressions statuses such as “I’m depressed”, “I’m bored”, sad pictures etc’. 


The unique algorithm which was created especially for the application graded the “sadness” level of your friends and found your saddest friend. But finding him is not enough - we wanted to cheer him up that finding your saddest friends 2 things happened:


The saddest friends got a notification on Facebook and also a cellular coupon for receiving one of the new Yellow Fun To Go products for free - Something from Yellow to cheer him up.


The Results
In just 2 weeks:

• 167,000 unique visitors
• More than 45,000 people installed the application
• Thousands of people used their cellular coupons and experienced our special Fun and tasty product line, which made their day brighter than ever.

Advertising Agency: McCann Erickson Israel
VP Creative: Eldad weinberger
VP Creative content: Nir Refuah
Creative Directors: Nir Levi
Copywriters: Assaf zelikovitch, Yoav habel
Social media: Danna Blum
Art director: Maayan Froynd