Bay Insaat Outdoor Artful construction vehicles by TBWA\ Istanbul

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Artful construction vehicles

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Industry Repair parts
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Evren Dograr
Copywriter Sanli Kayabolen
Photographer Emre Dogru
Account Supervisor Melis Tavaslioglu
Released May 2012

Awards

Golden Drum 2012
Outdoor Corporate advertising Golden Drum Grand Prix

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: BAY INSAAT/42 MASLAK
Product/Service: CONSTRUCTION
Agency: TBWA\ISTANBUL
Executive Creative Director: Ilkay Gurpinar (TBWA Istanbul)
Creative Director: Evren Dograr (TBWA Istanbul)
Copywriter: Sanli Kayabolen (TBWA Istanbul)
Art Director/Illustrator: Mustafa Gulsen (TBWA Istanbul)
Photographer: Emre Dogru (212 Production)
Executive Account Director: Burcu Ozdemir Kayimtu (TBWA Istanbul)
Account Director: Guler Balta (TBWA Istanbul)
Account Supervisor: Melis Tavaslioglu (TBWA Istanbul)
Planner: Toygun Yilmazer/Tugyan Celik/Nisan Danisman (TBWA Istanbul)
Media placement: OUTDOOR - MASLAK/ISTANBUL - 12 FEBRUARY 2012

Describe the objective of the promotion.
42 Maslak is a niche construction project that is a combination of artful flats, artful offices, an artful shopping mall and art galleries. The promotion demonstrates the philosophy of the construction, 'Artful Living' right from construction phase.

Describe how the promotion developed from concept to implementation.
The traditional yellow construction vehicles were transformed into colourful design objects by a group of selected Turkish graphic artists. The production and execution period lasted in total for 3 weeks.

Explain why the method of promotion was most relevant to the product or service.
42 Maslak sales office is on a skyscraper looking down on the construction site. The best way to fulfil the promise of the construction company, designing 'Artful Living', is to let the target audience see the artful construction site. After all, if even a construction site is that artful, the outcome would never be less.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This was the launch event of the brand 42 Maslak. The brand awareness rose unexpectedly, as the artful vehicles took coverage on design blogs, national magazines and newspapers. In two weeks time, the company received hundreds of calls, and from the recently started construction project, over 80 offices and flats were sold.