| Title | SIGNBOARDS |
| Brand | TOTAL |
| Product/Service | STATION COMMUNICATION |
| Category |
D03. SPECIAL BUILD |
|
Entrant Company
|
HAVAS WORLDWIDE ISTANBUL, TURKEY
|
|
Advertising Agency
|
HAVAS WORLDWIDE 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 |
Execution
TOTAL have 450 Oil Stations and 1 problem in Turkey: Increase the traffic to the TOTAL Oil Stations.
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…
We created a unique channel instead of conventional media like all city billboards. And in a way never been done before.