Cannes Lions

HAYDAR LING TURKENGLISH DICTIONARY

OMD, Istanbul / PEPSICO / 2013

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

There is a famous saying: ‘you can tell the quality of a university by the books they publish.’

This became the core point of Turkenglish Dictionary with the contibution of the academy’s most populer teacher: Haydar Ling.

We decided to launch an academic masterpiece: A dictionary that would help our students advance their language skills..

Considering our target audience’s dynamics, we realized that they were mostly reading newspapers on weekends. The top circulation newspaper was chosen to be the media partner and they published Turkenglish Dictionary with a distinctive cover. We found it appropriate to use the ‘traditional product promotion campaign’ template sarcastically to drive the attention. The concept also was promoted in the season finale of the popular TV series to promote the dictionary.

Cover had a surprise aiming online-offline integration;an exam for the next day through Twitter and questions would be asked from the dictionary content.

Outcome

Doritos Fritos sales went up by %70 in the first three months.

Hürriyet newspaper cover successfully reached 700.000 people.

10.000 tweets were sent during Twitter exams. 1.250 students who aced their exams recieved their Turkilizce Sözlüks as awards.

Number of Facebook fans reached more than 700.000 after the promotion of Doritos Academy.

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