Brand Activation among youth for leading Turkish beer brand, Efes with the idea towards encouraging 18-25 year old university students to fulfill their personal potential and socialize with one another through a youth club fully funded and sponsored by Efes. All activities were planned by youth after being asked ‘what would interest you most?’ rather than ‘we organized it, now you participate’ Event planning and feedback took place in both offline and online platforms. Major online platform was a website : http://www.hayatidoldur.com (rough translation: Have a full life) and this served as the core of a youth club which started to recruit members and gave the a platform for feedback as well as to promote events and for members to socialize. Research showed corporate reputation of Efes Beer among university students increased more than 15 fold (to over 72%) than what it was before the project started. Number of members in the http://www.hayatidoldur.com website increased from 1966 in October 2008 to 10,105 in May 2009. It has now become a successful, continual youth marketing platform for Efes beer.

1. TURKEY
YouthResearchPartners.com 50Youth Award Nominee

2. EFES WANTED TO SOLIDIFY ITSELF AS THE
LEADING
BEER BRAND AMONG THE UNIVERSITY MARKET
YouthResearchPartners.com 50Youth Award Nominee

3. BY EMPOWERING STUDENTS TO CREATE, PLAN
AND
MANAGE A MULTI EVENT PLATFORM
YouthResearchPartners.com 50Youth Award Nominee

4. THEY CREATED THE HAYATI DOLDUR ‘HAVE A FULL
LIFE’ PROGRAM
YouthResearchPartners.com 50Youth Award Nominee

5. RUN BY 69 BRAND AMBASSADORS
YouthResearchPartners.com 50Youth Award Nominee

6. ACROSS 23 UNIVERSITIES
YouthResearchPartners.com 50Youth Award Nominee

7. THAT INCLUDED 30
DIFFERENT ACTIVITIES ON AND
OFF CAMPUS SUCH AS:
CAREER PLANNING EVENTS
YouthResearchPartners.com 50Youth Award Nominee

8. EDUCATIONAL EVENTS
YouthResearchPartners.com 50Youth Award Nominee

9. YouthResearchPartners.com 50Youth Award Nominee

10. SPORTING EVENTS
YouthResearchPartners.com 50Youth Award Nominee

11. YouthResearchPartners.com 50Youth Award Nominee

12. BREWERY TOURS
YouthResearchPartners.com 50Youth Award Nominee

13. YouthResearchPartners.com 50Youth Award Nominee

14. MUSIC FESTIVALS
YouthResearchPartners.com 50Youth Award Nominee

15. YouthResearchPartners.com 50Youth Award Nominee

16. ONLINE TRAINING WORKSHOPS
IN PHOTOGRAPHY, SAILING,
FOREIGN LANGUAGES AND MORE
YouthResearchPartners.com 50Youth Award Nominee

17. AND INCLUDED...
AN ONLINE SOCIAL NETWORK TO RECRUIT
MEMBERS, PROMOTE EVENTS AND PROVIDE
SOCIALIZATION
YouthResearchPartners.com 50Youth Award Nominee

18. IN WHICH
MEMBERSHIP
GREW FROM
1,966 TO
18,000
IN 14 MONTHS
YouthResearchPartners.com 50Youth Award Nominee

19. JOSEPH CIPRUT
YOUTHOLDING
“YOUTHSOURCING THIS ENTIRE
CAMPAIGN HELPED DEVELOP
EVENTS THAT WERE FUN, ENGAGING
AND MEANINGFUL.”
“THE SOCIAL CURRENCY THAT
DEVELOPED RESULTED IN A 72%
INCREASE IN POSITIVE REPUTATION FOR
EFES AMONG THE STUDENTS”
YouthResearchPartners.com 50Youth Award Nominee

20. YOUTH RESEARCH PARTNERS
ACTIVATE THE NETWORK
YouthResearchPartners.com 50Youth Award Nominee

21. YOUTH RESEARCH
PARTNERS IS PROFILING THE
BEST STORIES IN YOUTH
MARKETING TODAY
TO VIEW MORE CASE
STUDIES CLICK HERE
YouthResearchPartners.com 50Youth Award Nominee