OzU University Case study THE GAME OF YOUR LIFE by 41? 29!

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Industry Education
Media Case study
Market Turkey
Agency 41? 29!
Creative Director Seren Köroğlu
Art Director Ufuk Çetincan
Copywriter Ilyas Eralp, Alperen Altınöz, Ahmet Terzioglu
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Commercial Public Services, incl. Healthcare & Medical Bronze

Credits & Description

Type of entry: Product & Service
Category: Commercial Public Services incl. Healthcare & Medical
Product/Service: SOCIAL MEDIA
Agency: 41?29! Istanbul, TURKEY

Head Of Agency: Alemşah Öztürk (41? 29!)
Creative Director: Seren Köroğlu (41? 29!)
Art Director: Ufuk Çetincan (41? 29!)
Copywriter: İlyas Eralp (41? 29!)
Copywriter: Alperen Altınöz (41? 29!)
Copywriter: Ahmet Terzioğlu (41? 29!)
Interface Designer: Emir Anarat (41? 29!)
Actionscript Developer: Kağan Çam (41? 29!)
.net Developer: Emre Bağcı (41? 29!)
Interface Developer: Emre Çakmakçı (41? 29!)
Flash Animator: Enis Kılıç (41? 29!)
Post Production: Doğuş Aslan (41? 29!)
Post Production: Asya Leman Sanıtürk (41? 29!)
Sound Designer: Zeynep Bozok (41? 29!)
Project Manager: Gencer Soytemiz (41? 29!)
Brand Manager: Mine Pehlivanlı (41? 29!)
Technical Directors: Hidayet Bayraktar (41? 29!)
Technical Directors: Eren Dursun (41? 29!)
Social Media Manager: Ali Güracar/Özge Demirbaş (41? 29!)
Campaign Manager: Mert Alankaya (41? 29!)

Results and Effectiveness

With it’s worlds first “future timeline” concept, The Game of Your Life reached 250.000 people, that’s 1 in 4 of the entire population. It created 2 million dollars worth of earned media coverage.

OZU’s Facebook fan page quadrupled from 10.000 to 40.000.
Many students among the top thousand said they would never have considered OZU, if they haven’t seen the game.

Creative Execution

“The Game of Your Life”: A Facebook app that lets students test their future university years. By giving them the opportunity to make various choices and pick various paths, users watch their lives unfold on their "future" Facebook timeline.

The stream was enriched by thousands of audio-visual material and personalization details for the most realistic experience.

In Turkey, there's a standard examination process called OSS for university admissions and students' choices of university drastically effects them and their families life.

We decided to make these students understand the importance of this life changing decision through their familiar medium: their Facebook timeline.

Insights, Strategy and the Idea

OZU, a brand new university in Istanbul, asked us for a digital campaign to attract the top students from all around the country. The university had high standarts in education, but didn’t have any stories to tell since there weren’t any graduates yet.

Reaching successful high school graduates was a real challenge, since every other university wanted them and had a major advantage of having thousands of graduates to tell their stories first hand.

So, our main goal was to attract these students who are likely to choose other more established universities.