REGAL MAY CHANGE YOUR LIFE by Zenithmedia for Vestel

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REGAL MAY CHANGE YOUR LIFE

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Turkey
Agency Zenithmedia
Released April 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: VESTEL
Product/Service: REGAL HOME APPLIANCES
Date of First Appearance: Apr 13 2010
Entrant Company: ZENITHMEDIA TURKEY, Istanbul, TURKEY
Group Media Director: Pınar Alagöz Din (ZENITHMEDIA TURKEY)
Group Media Manager: Özlem Beyenirsoy (ZENITHMEDIA TURKEY)
Group Media Manager: Gülnur Ersanay (ZENITHMEDIA TURKEY)
Media Planning Executive: Bahadır Balcı (ZENITHMEDIA TURKEY)
Media Planning Executive: Ercan Savtekin (ZENITHMEDIA TURKEY)
Media Planning Executive: Emrah Tekin (ZENITHMEDIA TURKEY)
Media placement: TV programme / sponsorship - MTV - 13 April 2010

Insights, Strategy & the Idea
REGAL – the home appliances brand- based its strategy on the idea that people can make changes with the money that they save by buying a REGAL. The brand’s motto is, “REGAL: may change your life”, In Turkish: Regal, Hayatınızı Değiştirebilir)

In its communication strategy, REGAL is positioned as a dynamic brand that targets the 18-24 age group.

Creative Execution
Turkish youth were able to watch the original episodes of Made on MTV but it was impossible for them to be part of the programme. We decided to take the sponsorship one step further and give Turkish youth a chance to be on the programme. We adopted the same format but created a local content.

Using TV announcements and internet banners, we directed people to our web site and invited them to apply to be on the programme.

We sponsored Original Made for 3 months and continued the sponsorship with the creation and broadcast of 3 Local Made episodes: A football player, a hip-hop singer and a catalogue model.

The 3 candidates had very prestigious training. The football player was trained by the coach from Beşiktaş (one of the biggest clubs in Turkey). The Hip-hop singer’s coach was a famous rap

Results and Effectiveness
REGAL Made became one of the most popular TV shows in Turkey within the youth demographic. Both the number of applicants to be part of the local Made and the number of voters were higher than expected, thousands of applications were received. With the local episodes of Made we succeeded in changing people’s lives in line with our brand offer and created the emotional connection between the youth target group and the brand.
REGAL’s market share increased from 3% to 5% compared to the previous year.
According to target group index trend analysis, the popularity of the brand increased 38% among 18-24 year- olds when compared to 2 years before.