IDMD Online: Happiness Between Two Fingers - Burak Tuncer

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The Brief was to create a corparate brand platform to own the brand promise “happiness between two fingers”, among all the target audiences. Instead of creating a conventional communication campaign we acted to connect them in an interactive way. Rather than being passive lessoners they participated in the show.

- Act to connect
- This is experimental marketing.

Speaker: Burak Tuncer frrom The Sales Machine, Turkey member of DPID

Published in: Business, News & Politics
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IDMD Online: Happiness Between Two Fingers - Burak Tuncer

  1. 1. ETI 50 th CAMPAIGN
  2. 2. BRIEF • Eti is the second largest confectionary brand in Turkey, operating in biscuits, cakes and chocolates.• 2011 was the 50 th anniversary of ETİ. The owners and board of directors had a dream of celebrating this very special year in an unconventional way. • The Brief was to create a corparate brand platform to own the brand promise “happiness between two fingers” , among all the target audiences.
  3. 3. THE STRATEGIC APPROACH• Instead of explaining happiness in a conventional way, we decided to ”act” and make target people live and experience happiness. We formed the “Eti happiness volunteers team”.• The objective was to organize unexpected and surprising events to enable people to live little happiness stories throughout Turkey. • We organised 3 different events during the year where people participated and experienced. Tv commercials were produced real time. Viral films were produced showing the making of and the real time event as well. TV, Press, Internet media is used for each case.
  4. 4. FIRST EVENT -SNOW IN MERSIN• Our first event was in Mersin, the city by the Mediterranean Sea, where it had not snowed over 30 years.• We carried 120 tons of real snow from Toros Mountains, and covered 1km sqr of one of the City squares, just by the sea, with half a meter high. Also 6 big machines were installed to generate snow.• After a very intense work lasting 2 months with a staff of 220 people; The citizens of Mersin woke up to a snowy day after 30 years.
  5. 5. FIRST EVENT - SNOW IN MERSIN
  6. 6. FIRST EVENT - SNOW IN MERSIN
  7. 7. MEDIA COVERAGE• Coverage of 22 times in mainstream newspapers and 7 times in national broadcast. 124.767 followers in Facebook, 11.587 likes and 4.587 positive comments. 1.544.000 times watched in internet.
  8. 8. SECOND EVENT –SUPRISE CONCERT IN TAKSIM SQUAREOne of Turkey’s most popular singers Mazhar Alanson walked through İstiklal Caddesi, stopped by and acted like a street singer. He started to sing his veryfamous songs. The people passing by did not recognise at first sight and even some of them dropped a coin. One of a sudden, thousands of people found themselves in the middle of a spectacular concert.
  9. 9. SECOND EVENT –SUPRISE CONCERT IN TAKSIM SQUARE
  10. 10. SECOND EVENT –SUPRISE CONCERT IN TAKSIM SQUARE
  11. 11. MEDIA COVERAGE • Coverage of 12 times in mainstream newspapers and 17 times innational broadcast. 16290 new followers in Facebook, 12689 likes and 5.230 positive comments. 989.000 times watched in internet.
  12. 12. THIRD AND LAST EVENT-3D CINEMA IN A MOUNTAIN VILLAGE • Çamlık is a mountain village of Rize city in Blacksea, which is 2500 metres high to sea level with only 55 houses. The Village is 1300 km away from Istanbul.• We constructed an open air cinema in the middle of the village area with 250 seats. We installed all the audio and visual systems and a very special 3D film projection. When it was dark in the evening all the villagers took their seats and put their 3D glasses. Those people who had never seen even an ordinary cinema film in their lives, lived the joy of watching the 3D movie “RIO”.
  13. 13. THIRD AND LAST EVENT-3D CINEMA IN A MOUNTAIN VILLAGE
  14. 14. THIRD AND LAST EVENT-3D CINEMA IN A MOUNTAIN VILLAGE
  15. 15. MEDIA COVERAGE• Coverage of 27 times in mainstream newspapers and 9 times in national broadcast. 5.644 new followers in Facebook, 11.200 likes and 4.230 positive comments. 1.100.000 times watched in internet
  16. 16. CONCLUSION • The 50th year celebration Campaign consisting of three events throughout 2011 was very succesful. • The consumer research shows us that the brand perception values as “young, dynamic, innovative, genuine” scores improved and the brand promise as “happiness between two fingers” is widely adopted.• The campaign won several direct marketing awards in Turkey and the TV Commercial was ranked the best liked advertising among professionals. Since it was an unconventional and unique campaign in Turkey it received high news value and gained high PR coverage.
  17. 17. THANK YOU…

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