Arcelik is the leader of durable consumer goods industry in Turkey. And also it is one of the most prestigious, trustworthy and love brand in Turkey. But there is a tough competition and cluttered environment. The global brands Bosch, Samsung increased their media investment and started to perceived as global, innovator brand. To differentiate from them, targetting more younger population we had to give this message more dynamic and attractive way.

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.