Beko Print, Design & Branding, Case study Never Printed Print Ad [presentation image] by Mccann Istanbul

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Never Printed Print Ad [presentation image]

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Industry Electronic Devices & Home Appliances, Environmental & Animal Issues
Media Print, Magazine & Newspaper, Design & Branding, Case study
Market Turkey
Agency Mccann Istanbul
Executive Creative Director Ugur Cakir
Creative Director Cenk Oztunali
Art Director Aybars Gürlü, Engin Ger
Copywriter Korcan Yavuz, Yigit Zigal
Released September 2017

Awards

Dubai Lynx 2018
Design Design Craft: Typography Silver

Credits & Description

Category: House, Garden
Media: Print
Advertiser: Arcelik A.s.
Brand: Beko
Agency: McCann
Geo: Turkey
Advertising Agency: McCann, Istanbul, Turkey
Executive Creative Director: Ugur Cakir
Creative Director: Cenk Oztunali
Art Directors: Aybars Gurlu, Engin Ger
Copywriters: Korcan Yavuz, Yigit Zigal
Photographers: Baris Onder Guler, P Blok
Product/Service: Earth Day
Idea Creation: Mccann Istanbul, Turkey
Media Placement: Mccann Istanbul, Turkey
Chief Creative Officer: Uğur Çakır (Fp7/Mccann Istanbul)
Creative Director: Cenk Öztunalı (Fp7/Mccann Istanbul)
Art Director: Aybars Gürlü (Fp7/Mccann Istanbul)
Copywriter: Korcan Yavuz (Fp7/Mccann Istanbul)
Art Director: Engin Ger (Fp7/Mccann Istanbul)
Jr. Copywriter: Yiğit Zigaloğlu (Fp7/Mccann Istanbul)
Regional Head Of Strategic Planning: Tahaab Rais (Fp7/Mena)
Strategic Planning Director: Zeynep Yağcı Yıldızlı (Fp7/Mccann Istanbul)
Group Account Director: Eren Kayserilioğlu (Fp7/Mccann Istanbul)
Account Manager: Pelin Toykan (Fp7/Mccann Istanbul)
Head Of Production: Zeynep Doğu (Fp7/Mccann Istanbul)
Jr. Producer: Cansu Yılmaz (Fp7/Mccann Istanbul)
Published: September 2017
Description:
Everybody talks about efficiency in various ways. What we needed was to figure out the most convincing way to talk about it and show people what differences they can make by using energy efficient home appliances.
We came up with a print ad idea. We didn’t print it though. There was nothing to print or waste. Instead, we wrote our headline by redesigning the structure of the classified advertisement page of Turkey’s most popular newspaper Posta with 300,000 daily circulation for one day, April 22nd the Earth Day.
Don’t waste!
The Campaign:
Energy efficiency is one of the most important attributes that people associate with Beko, Europe’s leading home appliances brand.
The need for energy efficiency is a serious global reality that we all need to pay attention to. Talking about it requires honesty. We knew people would not care about what we say, unless we really acted upon it with an honest expression.
So, we came up with a print ad. We didn’t print it though. And we didn’t waste anything. No paper. Nor ink. Instead, we wrote our headline by redesigning (overnight) the structure of the classified advertisement page of Turkey’s most popular newspaper (Posta) for one day, the Earth Day.
Creative Execution:
We ended up with almost 200 unique ads in our hands that belonged to other companies. So, we looked at each one of those ads, one by one, and crafted our message of “Don’t Waste” amidst those ads.
There was another challenge with the implementation: The timing. As the ads on the classified advertisements page are almost daily, we got them the night before the paper goes into printing process. So, we only had few hours and one chance to make it right.
Indication of how successful the outcome was in the market:
When we were done with the execution, we sent the page design back to the newspaper. Next morning it was all over Turkey for a large target group coming from very different demographic backgrounds with almost 300,000 daily circulation.
Billions of people live on Planet Earth. Turkey also is a large country with 80 millions of population. That’s 80 million people breathing, using, spending the same resources. It was a heavy group of target audience considering the subject concerns all of us.
When we had the concept of efficiency to talk about, we immediately realized that regular marketing executions would not fit it. What’s the point of talking about efficiency if we spend time, money and other natural resources to do so? We needed an honest, constructive and positive approach.
As for the media planning we had a few criteria in our heads: Specifically not wasting any natural resource, reaching many people as possible and surprising them. That’s why we chose Turkey’s most popular newspaper Posta and redesigned the classified advertisements page of it as people have never seen before.