Our client Carsi Travel wanted to reach their sale quota for the ski season and they only had three weeks to do it before the season finished. They had no production budget and only a small media budget.

Our client nearly sold out their ski vacation qoutas. They spent just $5,000 for media usage on TV and nothing on production.

We just used TV as a medium. And we used the simplest part of TV, a snow noise effect. We reserved some special breaks from the channel; when people started to watch our ad, they didn't know if it was an ad or a technical problem with the TV. Snow Guaranteed Ski Vacations. It all happens in just ten seconds during the show. There are no commercials before or after so it is like a natural part of the programme.

We used newspaper ads with pricing and package details to support our TV commercial.

A major problem was a misconception about when the ski season is. People assume that the snow has melted before it really has. Our message is very straight forward and clear: "Snow Guaranteed Ski Vacations." The ad had to be very unconventional and have impact because we needed quick results. We didn't want to just focus on prices, since such ads do not help the brand image. Skiing is a youth activity in Turkey; Our client is a sponsor of entertainment programmes on youth channels. Therefore, it was important that we caught the interest of youth in a quick and unexpected manner.

Tarik Mughisuddin