THE SUBTITLED GIRL by TBWA\ Istanbul for inlingua

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THE SUBTITLED GIRL

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Industry Language schools
Media Direct marketing
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Emre Kaplan
Art Director Gamze Ichedef
Copywriter Erkan Erdem
Producer Adil Ersan Kunerli, Cheyun Sevil
Released March 2011

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: INLINGUA
Product/Service: LANGUAGE COURSE
Agency: TBWA\ISTANBUL
Date of First Appearance: Mar 25 2011
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\ISTANBUL)
Creative Director: Emre Kaplan (TBWA\ISTANBUL)
Art Director: Gamze Ichedef (TBWA\ISTANBUL)
Copywriter: Erkan Erdem (TBWA\ISTANBUL)
Brand Manager: Ipek Turkili (TBWA\ISTANBUL)
IT: Ali Genc (TBWA\ISTANBUL)
Agency Producer: Ceyda Kayacetin (TBWA\ISTANBUL)
Producer: Adil Ersan Kunerli (TBWA\ISTANBUL)
Producer: Cheyun Sevil (TBWA\ISTANBUL)
Media placement: Street Event - Beyoglu, Besiktas, Sultanahmet, Bagdat Streets of ISTANBUL - 25 March 2011

Describe the brief/objective of the direct campaign.
To create awareness about Inlingua Istanbul Language Schools

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We wanted to give people this real-life experience of knowing a foreign language. To inform people about the English courses at Inlingua we created the Subtitled Girl. Whatever she spoke in English has immediately showed up on her led screen in Turkish. In a period of one month, the calls Inlingua Istanbul offices received have increased by %350. And the English courses registration has increased by 25%.

Explain why the creative execution was relevant to the product or service.
Because knowing a language is such a comfort. We wanted to give people this real-life experience of knowing a foreign language.

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.
The Subtitled Girl walked around the most popular districts of Istanbul for a week. She interacted with hundreds of people. She asked questions. She also handed out the English Courses’ brochures around the city. In a period of one month, the calls Inlingua Istanbul offices received have increased by %350. And the English courses registration has increased by 25%.