THE ART (DIRECTORS) OF THE IDEA by TBWA\ Istanbul for TBWA\ISTANBUL

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THE ART (DIRECTORS) OF THE IDEA

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Art Director Asligul Akin, Ilker Kayserilioglu, Burak Kunduracioglu, Levent Yalgin, Orkun Önal, Can Pehlivanli, Gamze Ichedef, Tugba Kantarcioglu, Şükran Genç, Ali Erkmen
Released February 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: TBWA\ISTANBUL
Product/Service: ADVERTISING AGENCY
Agency: TBWA\ISTANBUL
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\Istanbul)
Art Director: Ali Erkmen (TBWA\Istanbul)
Art Director: Gamze Ichedef (TBWA\Istanbul)
Art Director: Burak Kunduracioglu (TBWA\Istanbul)
Art Director: Ilker Kayserilioğlu (TBWA\Istanbul)
Art Director: Levent Yalgin (TBWA\Istanbul)
Art Director: Orkun Onal (TBWA\Istanbul)
Art Director: Tugba Kantarcioğlu (TBWA\Istanbul)
Art Director: Asligul Akin (TBWA\Istanbul)
Art Director: Sukran Genc (TBWA\Istanbul)
Art Director: Can Pehlivanli (TBWA\Istanbul)
Media placement: DIRECT MAILING - CLIENTS & STUDENTS - 01.03.2010

Describe the brief/objective of the direct campaign.
Target potential clients, existing clients, students and opinion leaders. To create a retention among older clients and to communicate the agencies philosophy to potential new clients with an artful project. In addition to that we want to communicate our agencies philosophy with students and opinion leaders.

Explain why the creative execution was relevant to the product or service.
As an advertising agency our main purpose is to reflect our creative point of view towards all the work we have done. Delivering a direct mailing like ‘the art (directors) of the idea’ is the best way to explain our creative point of view to new and potential clients and to the students. They read the hunt’s book and saw our approach towards it in a creative and illustrative way. Because we are known as the best creative agency in turkey, e everyone expects us to introduce ourselves in a creative way. That’s why this is the most appropriate way for the TBWA\Istanbul brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
TBWA\worldwide creative director john hunt’s quotes from his newly released book ‘the art of the idea’, illustrated by TBWA\Istanbul art directors. Each art director picked his/her favourite sentence from hunt and turned it into visuals by illustrative lettering.

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.
We got really positive feedback from our clients and students by email and phone. The mailing created hype around our target audience. We believe we created awareness about how we are approaching all the work we have done at TBWA\Istanbul. Beyond being a direct mailing, the hype of the project allowed it to turn into exhibitions at major Turkish universities specialising in graphic design.