Cannes Lions

14 KUBAT

WANDA DIGITAL, Istanbul / TURKCELL / 2014

Case Film
Case Film
Presentation Image
Online Video
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Overview

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Credits

Overview

Description

The first half of video shows Valentine’s Day clichés in Turkey on February 14th: red heart-shaped pillows, pizzas, expensive red roses, couples cuddling. The youngsters get so bored of all these Valentine’s Day traditions and they suddenly start an anti-Valentine’s movement. They start chopping the teddy bears and red roses, destroying the balloons with the support of anti-Valentine’s hero.

Execution

In order to spread the 14 Kubat message, we wrote a song with singer Kubat and recorded a music video. The lyrics of the song reflect youngsters’ insights and opinions about Valentine’s Day, whilst the video made fun of the traditional Valentine’s Day clichés. Youtube had been the main communication medium of the campaign and supported by digital, mobile and new media executions. The organic shares on Social Media had also been very effective to create the WoM.

Outcome

The video was published on gnçtrkcll’s YouTube channel, on Monday February 10th. In the 7 days post-release, the video received 4.8 million views; 2.7 million on YouTube alone, with almost 13,000 likes and over 1,500 comments. It was shared 85,000 times on Social Media, and 19,000 tweets featured the #14Kubat hashtag. In total, the 14 Kubat campaign reached 13,4 million people. The video had also generated significant PR coverage: Over 200 websites featured 14 Kubat including blogs, news sites, whilst 42 newspapers & 23 TV shows including the Prime Time News ran features on the campaign.

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