Title	ARCELIK 60TH ANNIVERSARY CAMPAIGN
Brand	ARCELIK
Product/Service	DURABLE GOODS
Category	B01. Use of Screens
Entrant	MINDSHARE Istanbul, TURKEY
Idea Creation	MINDSHARE Istanbul, TURKEY
Media Placement	MINDSHARE Istanbul, TURKEY

Name	Company	Position
Gizem	Akbulut	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.

As a world’s first for shazam, we implement a video clip has Shazamed and on the second screen our branded synchronized video, has showned to the audience who shazamed it on TV or on video music platforms. Plus, for the first time in Turkey, by using Shazam visual recognation function our visuals were shazamed.

Insights, Strategy and the Idea

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.