TRANSLATING GLASSES by TBWA\ Istanbul for inlingua

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TRANSLATING GLASSES

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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 Ali Erkmen
Copywriter Erkan Erdem
Released March 2011

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: INLINGUA
Product/Service: LANGUAGE COURSE
Agency: TBWA\ISTANBUL
Date of First Appearance: Feb 3 2011
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\ISTANBUL)
Creative Director: Emre Kaplan (TBWA\ISTANBUL)
Art Director: Ali Erkmen (TBWA\ISTANBUL)
Copywriter: Erkan Erdem (TBWA\ISTANBUL)
Brand Manager: Ipek Turkili (TBWA\ISTANBUL)
Media placement: Direct Mailing - Student dormitory - 03 February 20011

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 sent foreign postcards coming from Barcelona, London and Rome to peoples mailboxes in Istanbul. We also we put a special Inlingua 3D glasses inside the envelope. With a special technique we used for printing postcards, we made the messages seem Turkish when looked through Inlingua glasses.
Postcards are sent to 2000 people in Istanbul. In the first month, calls received to Inlingua offices in Istanbul showed an increase by %155.

Explain why the creative execution was relevant to the product or service.
Inlingua Translating Glasses directly makes you understand 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.
Postcards are sent to 2000 people in Istanbul. In the first month, calls received to Inlingua offices in Istanbul showed an increase by %155.