Title | MIWITTER (SCHMITTER) |
Brand | CUMHURIYET GAZETESI |
Product/Service | NEWSPAPER |
Category |
A02. USE OF PRINT IN A MEDIA CAMPAIGN |
Entrant Company
|
CONCEPT Istanbul, TURKEY
|
Advertising Agency
|
CONCEPT Istanbul, TURKEY
|
Credits
Kerem Ozkut |
CONCEPT |
Creative Director |
Umut Dizdar |
CONCEPT |
Creative Group Head |
Sedat Dundar |
CONCEPT |
Creative Group Head |
Kadri Bayhaner |
CONCEPT |
Copywriter |
Serkan Gultekin |
CONCEPT |
Art Director |
Arda Gorgun |
CONCEPT |
Brand Group Director |
Yasin Ozhan |
CONCEPT |
Brand Director |
Results and Effectiveness
Thousands of people started to follow miwitter account immediately. Thousands of users shared the same hashtag and criticized the government's banning of both Twitter and YouTube.Dozens of web sites and blogs shared this action and it was covered by all of the national media. On the election day Cumhuriyet newspaper was published as Miwitter. Over 150,000 people read and a lot more of them shared this freedom cry before they were going to vote.
After 3 days, Turkey lifted Twitter ban.
Creative Execution
Three days before the election Cumhuriyet newspaper presented Miwitter to help people raise their voices. A platform , which is created to collect tweets with #nobaninrepublic hashtag from Turkish users who could access to their account and to publish these tweets in Cumhuriyet front page.
Insights, Strategy and the Idea
Prime Minister Tayyip Erdogan declared a war against Twitter, Miwitter, a (mock word meaning 'whatever like twitter') at a campaign rally. 12 hours later Twitter was banned in Turkey. This ban came just before the local elections in Turkey on March 30. 10 million of Twitter users were silenced.