Elit Chocolate Print MASTER OF CHOCOLATE, NEW AT ADVERTISING by Concept

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MASTER OF CHOCOLATE, NEW AT ADVERTISING

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Industry Chocolate
Media Print, Magazine & Newspaper
Market Turkey
Agency Concept
Creative Director Can Pehlivanli
Art Director Umut Dizdar
Copywriter Sedat Dundar
Released April 2012

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: ELIT
Product/Service: ELIT LAUCH CAMPAIGN
Agency: CONCEPT
Creative Executive Director: Kerem Ozkut (Concept)
Creative Director: Can Pehlivanlı (Concept)
Art Director: Umut Dizdar (Concept)
Copywriter: Sedat Dundar (Concept)
Executive Account Director: Arda Gorgun (Concept)
Account Director: Merve Eryelkovan (Concept)
Brand Manager: Fabienne Filippucci (Concept)
Graphic: Kemal Aydin (Concept)
Media placement: TV - Kanal D - 21 November 2011
Media placement: Outdoor - Stroer - 20 November 2011
Media placement: Magazine - Campaing Magazine Turkey - 1 February 2012
Media placement: Ambient - All Over Istanbul - 15 March 2012
Media placement: Press - Posta - 28 April 2012
Media placement: Digital - Facebook, Youtube - 29 April 2012

Describe the objective of the promotion.
Our company, Elit Chocolate, was founded in 1924. For almost 90 years, we focused solely on B2B. We made no TV commercials, no print ads, no outdoors, no banners, so the brand used to be a total advertising virgin. When we decided to focus on B2C with an ad campaign, we had less than 10 Facebook and Twitter followers. The brand was virtually unknown to end-users. We believed that this brand deserved better recognition and all Turkish people should taste our legendary chocolate.

Describe how the promotion developed from concept to implementation.
We created a campaign based on a slogan: Master of chocolate, new at advertising. Something always went wrong. Our actors and actress had serious accidents. For outdoor campaign we picked the wrong shots. We misunderstood the brief and made a 'welcome camping' ad for the first issue of Campaign Turkey. For raising Facebook followers rates, we published a recruitment ad in career pages. We created a guerrilla campaign. 'Please don't die. We need you'. To raise our market share we entered to many other markets. We made a viral movie about a chocolate master starting to work as a junior creative director.

Explain why the method of promotion was most relevant to the product or service.
We believed that this brand deserved better recognition and all Turkish people should taste our legendary chocolate. And also, the consumers were way too overwhelmed by the same old advertising campaigns. That's why we actually created a whole different strategy to that which giant chocolate companies follow. We used our advertising virgin fact as leverage to play around other campaigns that people had for watched for years.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign has been a huge success in Turkey. The brand awareness rose by 50%. Although the TV budget was virtually nothing compared to the giants of the category, our campaign awareness surpassed them by a mile. Thousands of online sharing and comments brought almost 20,000 Facebook and 900 Twitter followers. Today Elit Chocolate is one of the favourite chocolate brands of Turkey, thanks to its great taste and even greater distinctive attitude.