Situation

Scorsese’s new, Netflix original film was approaching. Aside from bringing together Al Pacino, Robert De Niro and Joe Pesci the de-aging technology that everyone was curious about increased the film’s hype. But we had challenges specific for Turkey, like the real-life story of the film was unknown, didn’t spike interest and the film was 3 hours and 30 minutes long.

Brief

We needed to announce the film that Martin Scorsese filmed for Netflix, The Irishman, to the Turkish audience.

Objectives

We needed to get past the challenges and ensure that the biggest cinematic event of the year and one of the most important film events of recent years was watched on Netflix.

Our target audience was mainly men, and what men love the most is football. So we designed our media planning accordingly, instead of a scattered communication we used football which is the most watched sport in Turkey. We placed huge banners on the stadiums of the 3 biggest football teams in Turkey where millions of people are football fans and an average of 120 thousand people watch games every week and the rest follow the games around the stadiums.

First, we made huge banners that can be seen even from meters away, to make it a surprise for the fans, we placed them on 3 stadiums on the same night. We only used the stadiums for this project, because we didn’t want to scatter the communication. Our banners stayed on the stadiums for about 2 weeks.

This project was done during a week where a set of games were played. We considered that the total sum of the three stadiums capacity was over 200.000. The placements were made more visible by the fact that these stadiums are placed in Istanbul’s busiest places, so a lot of people were passing by. Adding team fan accounts and sports news outlets that have thousands of followers online, our visibility and conversation were increased to the max.