Vestel Ambient, Case study WASHING MACHINES ON THE STREETS by Saatchi & Saatchi Istanbul

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WASHING MACHINES ON THE STREETS

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Ambient, Case study
Market Turkey
Agency Saatchi & Saatchi Istanbul
Service Agency Zenithmedia
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: VESTEL
Product/Service: WASHING MACHINES
Agency: GUZEL SANATLAR SAATCHI & SAATCHI
Date of First Appearance: Mar 3 2011
Entrant Company: ZENITHMEDIA TURKEY, Istanbul, TURKEY
Group Media Director: Pınar Alagöz Din (ZENITHMEDIA)
Outdoor Director: Tankut Buda (ZENITHMEDIA)
Group Media Manager: Gülnur Ersanay (ZENITHMEDIA)
Group Media Manager: Özlem Beyenirsoy (ZENITHMEDIA)
Account Director: Pınar Dülgerler (GÜZEL SANATLAR/ SAATCHI & SAATCHI)
Account Group: Burcu Özbek/ Demet Arıöz (GÜZEL SANATLAR/ SAATCHI & SAATCHI)
Art Directors: Pınar Ercan/ Gökhan Gölbaşı (GÜZEL SANATLAR/ SAATCHI & SAATCHI)
Copy Writers: Yakup Ayan/ Hasret Altınsuyu (GÜZEL SANATLAR/ SAATCHI & SAATCHI)
Media placement: Outdoor (Ambient) - Outdoor (Streets) - 3 March 2011

Insights, Strategy & the Idea
VESTEL is one of the leading brands of the home appliances sector in Turkey.
The main motto of the brand is ‘Friendly Technology’ which is using technology as a way to help consumers on saving money and time. Along with these, the brand also emphasizes the importance of environmentalism as being nature-friendly is also part of their motto.
In line with this, VESTEL produced the Twinjet Washing Machines that saves 50% of energy by washing the laundry in 12 minutes.
In this very competitive market; rival brands are also highlighting energy saving features of their products. We had to differentiate from them by emphasizing the strengths of VESTEL in an unconventional way.
We plotted a setup from daily life which would create a viral effect and would lead to word of mouth among our consumers.
To make it happen, we focused on a very sensitive emotion; Nostalgia!

Creative Execution
To execute this idea, we used a famous nostalgic Turkish film stereotype which is the story of a family having a small child but due to inadequate resources they unwillingly give him away to be raised in better conditions. In our scenario, we characterised an old washing machine, as the child that is given away.
We installed an old washing machine in central locations of İstanbul like Bağdat Street. We wrote a witty note on it in handwriting for it to be realistic and emotional. The note was saying; “It was too costly for us so we had to give it away and we bought a 50% energy-saving VESTEL Twinjet Plus instead. We are looking for a rich owner for our old washing machine” as if it was actually a member of the family once, now since separated.

Results and Effectiveness

Washing machines are still on the streets. Most people look at them curiously, even change their ways to understand what’s happening. It’s a very short time to get tangible results but so far and in just a few days, it created a strong PR and word of mouth effect. It became very popular from the beginning on social media. Video of the execution was watched by 8,500 people only in the first day on facebook.
Client is increasingly receiving positive feedback from both their customers and dealers.