ARCELIK 60TH ANNIVERSARY CAMPAIGN
| Title | ARCELIK 60TH ANNIVERSARY CAMPAIGN |
| Brand | ARCELIK |
| Product/Service | DURABLE GOODS |
| Category |
B10. Best Music / Brand Partnership |
|
Entrant
|
MINDSHARE Istanbul, TURKEY
|
|
Idea Creation
|
MINDSHARE Istanbul, TURKEY
|
|
Idea Creation 2
|
Y&R ISTANBUL, TURKEY
|
|
Media Placement
|
MINDSHARE Istanbul, TURKEY
|
Credits
| Gizem Akbulut |
Mindshare |
Director |
The Campaign
Music was the most powerfull tool to every emotion, and easily spreads one another. And the second thing to catch attention, to create WOM and to stay in mind, is using celebrities in campaigns. We know that people are more likely to remember ads with celebrities.
Creative Execution
At the engagement period we centered music and digital media to the hearth of the campaign. Arcelik worked with the best beloved couple of Turkey. Kenan Dogulu wrote and sing a song "do it with love" for the brand. The couple played in our TV spot with the song. We supported our communication with all mediums; OOH, press, radio, cinema and digital all integrated with our hashtag - doitwithlove. As a technologic partner, we had Shazam. We used its visual function in our billboards and our newspaper ads for the first time in Turkey! The consumers who scanned our visuals, won special discounts. And as a world’sfirst implementation on Shazam, we shot a music video for our song with synchronized second screen version.
We reached 16 million people on TV at the first day of the campaign. On digital 2 million organics views. Ad remembrance rate 52% (average 33%).
People shazamed over 25.000 times in 15 days. Most remembered& loved celebrity & category match is Kenan Dogulu & Arcelik, second is Beren Saat & Arcelik.
This is a brand new song that created by a very famous Turkish singer and song writer. Also this song had been choosen the song of the year although its owned by a brand.
In lights of these informations, we worked with the best beloved couple (singer and actress) of Turkey. Kenan Dogulu (the singer) wrote and sing a song "do it with love" for the brand. We had Shazam as a technologic partner to increase Arcelik's technologic perception amoungst target audience.