Digiturk Promo, Case study ALICE IN WONDERLAND by Zenithmedia

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Turkey
Agency Zenithmedia
Released July 2010

Credits & Description

Category: Best Use of Print
Advertiser: DIGITURK
Date of First Appearance: Jul 22 2010
Entrant Company: ZENITHMEDIA TURKEY, Istanbul, TURKEY
Media placement: Newspaper Campaign - Habertürk, Akşam Newspapers - 22 July 2010

Insights, Strategy & the Idea
Digiturk is the first and leading platform in Turkey in terms of digital television broadcasting. By combining familiar viewership habits with 21st century technology, Digiturk provides a rich content to it’s viewers including movie, soap opera, documentary and children programs.

“Alice in Wonderland” is a novel which has been adapted to cinema. After a very short period from the synchronous airing of “Alice in Wonderland” both in Turkey and worldwide, Digiturk broadcast the movie for the first time in Turkish television. To promote this we implemented a unique strategy in terms of newspaper advertising.

Our strategy was based on the figure of the white rabbit from the movie. In the beginning of the movie the rabbit was running for new adventures and Alice was following it. Our aim was to emphasize the idea of “Following The White Rabbit” and creating a humorous advertisement to promote the movie.

Creative Execution
Newspapers with high-circulation rates were selected to implement this strategy and to increase the impact. We placed subsequent advertisements starting from the first page as box advertisements. The rabbit was placed in the subsequent advertisements to harmonize the chasing scene from the movie. The ad sequence was as follows:

1st page : Follow Me!
3rd page : Are you following me? Come on!
5th page : Stop reading now, come with me!
7th page : We’re almost there, it will be great!
9th page : We’re getting closer!
13th page : We’re nearly there !
Back page : Full page newspaper advertisement of “Alice in Digiturk Land”

These advertisments were creating curiosity among the readers as they turned the pages and were also directing the readers to our full page advertisement at the back page of the newspapers.

Results and Effectiveness
By this newspaper advertisment, we achieved a great success and the viewership of the movie channels increased by 25% compared to the previous period.