SCRIPTS FOR THE MISSED EPISODES by TBWA\ Istanbul for Ttnet

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SCRIPTS FOR THE MISSED EPISODES

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Volkan Karakasoglu
Art Director Ozan Can Bozkurt
Copywriter Merve Gezer
Account Supervisor Murat Derman
Released March 2010

Credits & Description

Category: Flat Mailing
Advertiser: TTNET
Product/Service: CATCH-UP TV
Agency: TBWA\ISTANBUL
Date of First Appearance: Mar 17 2010 12:00AM
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\Istanbul)
Creative Director: Volkan Karakasoglu (TBWA\Istanbul)
Copywriter: Merve Gezer (TBWA\Istanbul)
Art Director: Ozan Can Bozkurt (TBWA\Istanbul)
Account Supervisor: Murat Derman (TBWA\Istanbul)
Planner: Tugyan Celik (TBWA\Istanbul)
Media placement: Direct Mailing - Potential non-product user - 17.03.2010

Describe the brief/objective of the direct campaign.
The brief was to attract non-product users with a small budget. The target audience drawn from potential customers. With Turkey’s first WEB TV brand Tivibu you can go back and watch yout favorite TV series anytime, anywhere you want. The objective is to inform non Tivibu users about Catch-up TV attribute of Tivibu.

Explain why the creative execution was relevant to the product or service.
Non-product users didn’t expect to recieve the detailed scripts from the last night’s episode. The mailing was surprising and catchy. The message on the script provided a reason why they should be a sign up for the product. We sent the scripts to those who asked for info about Tivibu, but hadn't subscribed yet. The brand was first launched in the beginnig of February 2010. The launch was carried out through traditional media like TV, outdoor, press and radio. To increase the awareness of the brand and product feature, this execution was appropriate to Tivibu.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Detailed scripts of the most watched TV series were sent to its followers the day after its latest episode was aired on TV.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Scripts were sent to 2000 people. 925 of these people became a member of Tivibu.