Product/ServiceBLU TV
Category A09. Media / Entertainment
Media Placement UM Istanbul, TURKEY
Name Company Position
Can Bilginer McCann Istanbul Creative Director
Cemil Hasimi McCann Istanbul Creative Group Head
Zeynep Derinoz McCann Istanbul Group Account Director
Sahika Sukayan McCann Istanbul Account Executive
Demeter Dinler McCann Istanbul Art Director
Oyku Aydin McCann Istanbul Copywriter
Ozan Dundar McCann Istanbul Motion Graphics
Aylin Irmak Duran McCann Istanbul Jr. Social Media Executive
Can Ozcan UM Strategy Manager

Why is this work relevant for Media?

The core idea in our campaign includes the contrast between increasing advertising mediums and ad-free online TV platform blutv. To create an irony, we used 23 media channel to advertise that “there are ads in that specific channel but not on blutv.”


Situation In Turkey, ad exposure grows day by day especially on TV. Since Turkish people love watching TV, this ad exposure causes a lot of discomfort in society. Our brand bluTV which is an online TV platform has a big advantage in this situation since it offers ad-free content. Brief Our brief was to inform people about blutv’s ad-free policy. Objectives Our objective was first to draw attention to increasing ad exposure. Second, we aimed to take advantage of situation and show blutv as an area liberated from ads.

Describe the creative idea/insights

Our idea was to make an ad of no ad. Via using media channels we advertised the ad-free content of blutv. Even in our art direction we showed the contrast between chaotic ad world and blutv. On all channels, we claimed that there are ads on that channel but not on blutv.

Describe the strategy

Our target was people who are tired of ads; so almost everyone. Since we used 23 advertising mediums, our campaign successfully reached about all of our target.

Describe the execution

We published our campaign in 23 advertising mediums. Beside mainstream mediums like TV, billboard, social media; we used mediums like promo coaster, parking lot, elevator and even toilet room.

List the results

We have received positive returns in all of the advertising mediums. We’ve reached more than 10 million people. We've turned people's response to ad exposure into blutv's advantage.