A05. Product Launch/re-Launch or Multi-Product Promotion
Entrant Company
Y&R TEAM RED ISTANBUL, TURKEY
Advertising Agency
Y&R TEAM RED ISTANBUL, TURKEY
Media Agency
MINDSHARE Istanbul, TURKEY
Credits
Name
Company
Position
Ayse Aydin
Y/R Team Red Istanbul
Creative Director
Erkan Kaya
Y/R Team Red Istanbul
Creative Group Head
İlker Dagli
Y/R Team Red Istanbul
Creative Group Head
Ugur Sonmez
Y/R Team Red Istanbul
Copywriter
Can Arabacilar
Y/R Team Red Istanbul
Copywriter
Mustafa Ozmal
Y/R Team Red Istanbul
Art Director
Deniz Atalay
Y/R Team Red Istanbul
Account Supervisor
İpek Kardesler
Y/R Team Red Istanbul
Brand Manager
Huseyin Bilir
Y/R Team Red Istanbul
Agency Producer
Burak Kirpi
Y/R Team Red Istanbul
Graphic Designer
Jaime Mandelbaum
Y/R
Regional Creative Director
Saul Betmead
Y/R
Regional Strategic Planner
Carlos Baer
Freelance
Motion Designer
Arif Emre Percin
Y&R Team Red Istanbul
Strategic Planning Director
Bediz Eker
Y&R Team Red Istanbul
Strategic Planning Director
The Brief
In March 2014, Vodafone has launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about Red Light Application to download it.
Campaign Success
However, after a year the app started to became known amongst men. So, we had to change our misdirection. We changed the name and icon of “Red Light” app. And in order to avoid men to be exposed to the new communications, we once again built our strategy on hiding our messages in places and videos where only women would look.
We prepared women specific video and embedded the app information in it.
At the beginning of the video, we see a woman (actress pretending to be famous blogger) giving a video tutorial about a fairly feminine topic – e.g. applying nail art.
But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial.
Furthermore we developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system.
Describe the success of the promotion with both client and consumer including some quantifiable results
As of today over 254.000 women have downloaded the app. That’s 24% of all women with smartphones in Turkey, the app has been activated 103.122 times.
Explain why the method of promotion was most relevant to the product or service
We used all mediums to reach target audience and create immediate activation to the application.