THE BILL OF LIFE by Concept for Taris Zeytin

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THE BILL OF LIFE

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Industry Grocery and Other foods
Media Print, Magazine & Newspaper
Market Turkey
Agency Concept
Executive Creative Director Kerem Õzkut
Creative Director Can Pehlivanli
Art Director Umut Dizdar
Copywriter Sedat Dundar
Released June 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: TARIS
Product/Service: TARIS OLIVE OIL
Agency: CONCEPT
Executive Creative Director: Kerem Ozkut (Concept)
Creative Director: Can Pehlivanli (Concept)
Art Director: Umut Dizdar (Concept)
Copywriter: Sedat Dündar (Concept)
Executive Account Director: Arda Gorgun (Concept)
Account Director: Yasin Özhan (Concept)
Brand Manager: Merve Kandiş (Concept)
Supervisor: Canan Karayılan (Concept)
Graphic: Kemal Aydın (Concept)
Media placement: Ambient - Hospital - ECG monitors - 16 February

Describe the objective of the promotion.
Turkey’s coronary heart disease death rate is one the highest in Europe, although we are a Mediterranean country. Several studies in Mediterranean countries have shown that the incidence of heart disease is lower than would be expected by blood cholesterol levels. As Tariş, The Olive and Olive Oil Agricultural Sales Cooperatives Union of Turkey, we have to find a way to remind Turkish people of their Mediterranean side before its too late.

Describe how the promotion developed from concept to implementation.
We designed ECG papers, with a reverse side that looked like a bulk billing covered with not very healthy foods. After publishing we sent them Goztepe Cardiology Centre which is one of the most prestigious cardiology services in Turkey. After an ECG monitoring the patients took the result, our ECG paper. When they turned the page they were faced with our striking message: 'Don’t pay too much for what you eat'. This unexpected approach generated great awareness among the patients.

Explain why the method of promotion was most relevant to the product or service.
Tariş literally enacted its aim to win Turkish people’s hearts and to create awareness about caring for health. With this application, we used a whole new medium where people are concerned about their heart the most: an ECG scan.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This unexpected approach generated great awareness among the patients. Many other Cardiology Centres wanted to use our ECG paper.