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THE STORY OF A CREATIVE DIGITAL BRIEF:




          TURKISH AIRLINES
DIGITAL AGENCY PITCH 2009
THIS SLIDESHOW TELLS THE STORY OF A

        CREATIVE DIGITAL PITCH.
        THE CLIENT,TURKISH AIRLINES,
LAUNCHED A DIGIT...
DNA MEETING
                          TURKISH AIRLINES MET
                         PROSPECTIVE AGENCIES
                 ...
THIS IS YOUR BRIEF.
                              “THYBRIEF” GO FIND IT!
WHICH IS NOTHING BUT A KEYWORD:
IT’S A

SOCIAL
MEDIA
PUZZLE
INSTEAD OF A
TRADITIONAL BRIEF




THUS BEGAN THE NON-TRADITIONAL, “SCAVENGER-HUNT-LIKE”
BRIEF...
THIS BRIEF CLEARLY SET THE BAR HIGHER
  IN TURKISH ADVERTISING LANDSCAPE.



                                 IT FUELED NE...
FINALLY THE BRIEF IS SOLVED
NOW SPREAD THE WORD!



THE VIRAL CHALLENGE
TURKISH AIRLINES EXPECTED AGENCIES TO MAKE THE STO...
SEED IT!
AGENCIES STARTED TO FILL THE
INTERNET WITH THEIR SEEDING EFFORTS.
FROM VIRAL TO
MAINSTREAM
ARTICLES ABOUT THE TURKISH AIRLINES
DIGITAL PITCH WERE PUBLISHED ON
MAJOR ADVERTISING &
MARKETING...
AGENCY EVALUATION CRITERIA
CLIENT EXPECTATIONS WERE HIGH AND DIVERSE.
THE AGENCY THAT MET THE MOST WOULD WIN.



       GL...
THE FINAL
WHISTLE
AGENCIES HAD TO CRACK A
CODE ONE MORE TIME, TO
LEARN THE WINNER.

WHICH WAS
DIGITAL McCANN
WHAT’S NEXT?
THE INNOVATIVE CLIENT MET THE CREATIVE DIGITAL AGENCY.
FROM NOW ON DIGITAL BRIEFS WILL NOT BE THE SAME
(AT LE...
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Turkish Airlines Digital Pitch Case Study

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Transcript of "Turkish Airlines Digital Pitch Case Study"

  1. 1. THE STORY OF A CREATIVE DIGITAL BRIEF: TURKISH AIRLINES DIGITAL AGENCY PITCH 2009
  2. 2. THIS SLIDESHOW TELLS THE STORY OF A CREATIVE DIGITAL PITCH. THE CLIENT,TURKISH AIRLINES, LAUNCHED A DIGITAL PITCH IN JULY 2009. MOST OF THE MAJOR INTERACTIVE AGENCIES IN TURKEY PARTICIPATED. “SOCIAL MEDIA IQ” WAS THE ESSENCE OF THE BRIEF.
  3. 3. DNA MEETING TURKISH AIRLINES MET PROSPECTIVE AGENCIES PRIOR TO THE PITCH TO SEE HOW WELL THEY WOULD GET ALONG. AFTER ALL, THEY KNOW THAT COMPATIBILITY BETWEEN THE CLIENT & THE AGENCY BREEDS SUCCESS.
  4. 4. THIS IS YOUR BRIEF. “THYBRIEF” GO FIND IT! WHICH IS NOTHING BUT A KEYWORD:
  5. 5. IT’S A SOCIAL MEDIA PUZZLE INSTEAD OF A TRADITIONAL BRIEF THUS BEGAN THE NON-TRADITIONAL, “SCAVENGER-HUNT-LIKE” BRIEF PROCESS. TURKISH AIRLINES ONLY SHARED A KEYWORD WITH AGENCIES. IT WAS UP TO THE AGENCIES TO FIND HIDDEN PARTS OF THE BRIEF IN THE VAST SOCIAL MEDIA MAZE. CLUES WERE EVERYWHERE: BLOGSPOT, FACEBOOK, TWITTER, FLICKR, FRIENDFEED, MINDMEISTER, GOOGLE DOCS, SLIDESHARE... EVEN SECRET PASSWORDS WERE EMBEDDED IN HTML SOURCE CODES.
  6. 6. THIS BRIEF CLEARLY SET THE BAR HIGHER IN TURKISH ADVERTISING LANDSCAPE. IT FUELED NEW DISCUSSIONS TO RETHINK THE ROLE OF DIGITAL IN EVERY STEP OF THE CREATIVE PROCESS, INCLUDING CLIENT BRIEFS AND EXPECTATIONS.
  7. 7. FINALLY THE BRIEF IS SOLVED NOW SPREAD THE WORD! THE VIRAL CHALLENGE TURKISH AIRLINES EXPECTED AGENCIES TO MAKE THE STORY OF THIS BRIEF VIRAL. SEEDING WAS AN ESSENTIAL POINT IN EVALUATION. SO THE MESSAGE WAS CLEAR: GET PEOPLE TALKING ABOUT THE BRIEF PROCESS ITSELF. THE MORE YOU SPREAD THE WORD, THE MORE CHANCE YOU HAVE.
  8. 8. SEED IT! AGENCIES STARTED TO FILL THE INTERNET WITH THEIR SEEDING EFFORTS.
  9. 9. FROM VIRAL TO MAINSTREAM ARTICLES ABOUT THE TURKISH AIRLINES DIGITAL PITCH WERE PUBLISHED ON MAJOR ADVERTISING & MARKETING WEBSITES SUCH AS FAST COMPANY AND BRAND REPUBLIC
  10. 10. AGENCY EVALUATION CRITERIA CLIENT EXPECTATIONS WERE HIGH AND DIVERSE. THE AGENCY THAT MET THE MOST WOULD WIN. GLOBAL STRATEGIC MANAGEMENT GLOBAL BUSINESS PARTNERS BRIEF COMPREHENSION CREATIVITY AND AND MARKET ANALYSIS PRODUCTION QUALITY CLIENT - AGENCY FOLLOWING AND DNA COMPATIBILITY IMPLEMENTING TRENDS PROJECT MANAGEMENT QUALITY APPROPRIATE MEDIA SUGGESTIONS FOR THE DIGITAL STRATEGY OF THE BRAND DEDICATED TEAM PROFILE AGENCY PORTFOLIO / SHOWREEL PROJECT DEVELOPMENT SKILLS ACROSS SOCIAL MEDIA PLATFORMS DE-BRIEF PRESENTATION QUALITY
  11. 11. THE FINAL WHISTLE AGENCIES HAD TO CRACK A CODE ONE MORE TIME, TO LEARN THE WINNER. WHICH WAS DIGITAL McCANN
  12. 12. WHAT’S NEXT? THE INNOVATIVE CLIENT MET THE CREATIVE DIGITAL AGENCY. FROM NOW ON DIGITAL BRIEFS WILL NOT BE THE SAME (AT LEAST IN TURKEY) AGENCIES; PREPARE FOR DIGITAL-MINDED CLIENTS... CLIENTS; PREPARE FOR DIGITAL-MINDED AGENCIES... CONSUMERS; PREPARE FOR TAKE-OFF...
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