| Title | SIGNBOARDS |
| Brand | TOTAL |
| Product/Service | STATION COMMUNICATION |
| Category |
A04. USE OF AMBIENT MEDIA: SMALL SCALE |
|
Entrant Company
|
HAVAS WORLDWIDE ISTANBUL, TURKEY
|
|
Advertising Agency
|
HAVAS WORLDWIDE ISTANBUL, TURKEY
|
|
Media Agency
|
CARAT TURKEY Istanbul, TURKEY
|
Credits
| Ergin Binyildiz |
Havas Worldwide Istanbul |
Chief Creative Officer |
| M. Ali Erdoğan |
Havas Worldwide Istanbul |
Account Director |
| Selen Varlik |
Havas Worldwide Istanbul |
Account Supervisor |
| Merve Selamet |
Havas Worldwide Istanbul |
Copywriter |
| Ozlem Ozel |
Havas Worldwide Istanbul |
Copywriter |
| Cetin Yildiz |
Havas Worldwide Istanbul |
Art Director |
| Hasan Yildirim |
Havas Worldwide Istanbul |
Graphic Designer |
| Ugur Baltaci |
Havas Worldwide Istanbul |
Graphic Designer |
| Metin Kilinc |
Havas Worldwide Istanbul |
Production Designer |
| Ozge Goksel |
Havas Worldwide Istanbul |
Agency Producer |
| Sila Salgin |
Havas Worldwide Istanbul |
Agency Producer |
| Dilan Davutoglu |
Havas Worldwide Istanbul |
Agency Producer |
Results and Effectiveness
We created a unique channel instead of conventional media like all city billboards. And in a way never been done before.
Creative Execution
First we picked a specific station. Then agreed with 20 shop owners in its neighbourhood. A meatball peddler, a florist, baker and even a dummy store… Then we redesigned all their signage to original dimensions. We renamed all of them in accordance to the station. For example; Pastry shop that’s in adjacent street to TOTAL, Filiz Café that’s to the right of TOTAL, Meatball Peddler circling near TOTAL and Auto Mechanic that’s right across TOTAL… We created a unique channel instead of conventional media like all city billboards. And in a way never been done before.
Insights, Strategy and the Idea
TOTAL have 450 Oil Stations and 1 problem in Turkey: Increase the traffic to the TOTAL Oil Stations. So we
created a unique outdoor campaign for increasing the traffic to our station: SIGNBOARDS! First we picked a specific station. Then agreed with 20 shop owners in its neighbourhood. A meatball peddler, a florist, baker and even a dummy store… Then we redesigned all their signage to original dimensions. We renamed all of them in accordance to the station. For example; Pastry shop that’s in adjacent street to TOTAL, Filiz Café that’s to the right of TOTAL, Meatball Peddler circling near TOTAL and Auto Mechanic that’s right across TOTAL… Because in Turkey, when people directs an adress, they direct from the well-known places in district. So we put TOTAL in the core of districts.