Cannes Lions

VESTEL TWINJET PLUS

ZENITHMEDIA TURKEY, Istanbul / VESTEL / 2011

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Overview

Entries

Credits

Overview

Execution

We had to engage with people in their personal territory to make it a real life experience.To create such a feeling, we decided to show the direct effect on their electricity usage: THE ELECTRICITY BILLS!As the electric bills are governmental documents, we were not allowed to use them in our advertising activities; so we created an imitation one!This imitated bill was an exact look alike of the real government bill. We distributed these bills to the mail boxes of apartments in selected areas. In this way, we reached 50,000 houses in our target group, the flow was at minimum level as the bills are ‘must look at’ documents for people.The message on it was simple and to the point: “You’d be paying 50% less if you were using VESTEL TWINJET”.

Outcome

The bills have been distributed to 50,000 houses, so that we were able to reach approximately 175.000 people. On the bills, the name section was stated as Mr/Mrs Non- User of TWINJET PLUS.The distribution took place on the weekend, the circulation of dealers in those selected areas have increased during this period.Also the execution created a PR effect, as it has been posted in the News sections of the most prestigious marketing sites in Turkey.The client has been very satisfied by this project as they have received very positive feedback from both their customers and dealers.

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