Media > Use of Media
OMD TURKEY, Istanbul / undefined / 2009
Overview
Credits
Effectiveness
In 3 weeks, 125.000 SMS were send to win a Dodge Nitro, approximately 1/5 of Lig TV subscribers’!
During the campaign’s month, middle size SUV cars category sales increased by 17% compared to the previous year, whereas Dodge Nitro sales increased by 113%! Dodge Nitro’s SOM increased by one point.
The value of the PR during and after the campaign was equal to six national newspaper half page, back cover ads.The total media plan utilized for the announcement of the campaign was worth more than 3 Dodge Nitro’s cost, and we used this amount for free!
Execution
The campaign was designed to be simple, increasing attendance, yet competitive, not a lottery drawing!
Lig TV or www.ligtv.com.tr’s subscribers send their information with SMS, the fan sending the highest number of SMS till the end of super derby match would win a Dodge Nitro.As a part of agreement, we used Lig TV’s media group’s TV channels, newspapers, magazines, websites for announcement of the campaign. A TV spot showing scenes from grandstands, super derbies, invited fans to compete for the Dodge Nitro. On super derby match day, digital platform’s all TV channel information areas were used for the campaign.And during the match with subtitles and with match speaker’s announcements we informed fans to send their final sms'.In newspapers and magazines we had advertorials, and the homepage of ligtv.com.tr website, being the second biggest football website of Turkey, was used for our campaign.
Strategy
Dodge Nitro had made a nice start out in the middle SUV cars category, to cut through media clutter we looked for a solution to make our car “a rising star”.Men are poor TV viewers, except for one thing; football. The Turkish league matches are only available at a digital platform’s pay TV channel; Lig TV. And the biggest event of Lig TV is Fenerbahçe–Galatasaray teams’ super derby match.Having men, football, Lig TV, super derby match in one hand, Dodge Nitro in other hand, instead of being another car advertiser at adbreaks, we decided to make Dodge Nitro a part of the Lig TV and super derby match !
With a campaign starting 3 weeks before the super derby match, we announced that, a Lig TV subscriber will also win the match, this eager fan will win a Dodge Nitro!
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