*Söz konusu yarışmaya başvuru metnimiz orijinal dilinde bırakılmıştır.
INSIGHTS, STRATEGY AND THE IDEA
Researches showed that Yedigün brand lacked 'inspiring' attitudes and was also under effect of competitor's heavy 'youth, fun' mass media communication.
However for youth, key word was not mass media, instead the magical word is 'internet'.
Yedigün decided use 'internet' as its playground, create a world of fun, talent, gifts, excitement, make youth 'stars of internet'.
Internet is 'self expression' area, youth wished to show themselves, to meet with others, have fun and thus we knew why 'video websites' were so popular.
We opened our website; www.yedigunyildizlari.com (translated as yedigunstars.com), invited youth to rule it. They uploaded their singing, acting videos, gave votes, chatted, won dream and instant gifts.
Each guest used Yedigun under the cap codes to give votes.
Last but not least, suprise of the campaign was to collect codes for Yedigün's summer concerts, to complete a year of continous fame.
CREATIVE EXECUTION
A special logo was designed for our website address, this logo became campaign's symbol, used on all creative materials, and Yedigün cans.
Our website offered 'inspiring' gifts for youth. Singing video winners got a song from Turkey's hottest pop singer, and chance to sing with him on stage at Yedigün Concerts! Acting video winners took roles in two popular Turkish youth TV serials! Also the guests of website, won millions of free mobile phone minutes and concert tickets as they voted for videos.
The main media was 'internet', the plan covered all campaign period, used popular, high traffic portals, websites with high click delivering banner formats.
Support media was TV; two funny spots showing youth becoming singing,acting stars, were heavily used at the beginning of campaign. TV was also used during the concert date announcements, with local outdoor we colored the concert cities with our yedigünstars logo.
RESULTS AND EFFECTIVENESS
Our websites numbers; 4.479.726 visitors, 7.595 uploaded videos, average active unique member 140.294 people!
Yedigün's KPI scores for 'for someone like me' and 'tastes better than others' doubled!
Spontaneous awareness increased %50, last 4 weeks usage score increased %70.
Within CSD; Yedigün's SOM increased by %11 ing growing flavors category (category grew by %8), our major competitor's SOM increased only by %5.
Within flavors category; Yedigün SOM increased by %3 and this is taken from our major competitor!
Apart from millions visiting our websites, 300.000 people attended our summer concerts and enjoyed 'being a star'
