A SÜTASKI STORY by Saatchi & Saatchi Istanbul for Sutas

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A SÜTASKI STORY

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Industry Dairy products & Eggs
Media Promo & PR, Case study
Market Turkey
Agency Saatchi & Saatchi Istanbul
Art Director Oya Rapayazdiç
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: SÜTAS
Product/Service: DAIRY PRODUCTS
Agency: GUZEL SANATLAR SAATCHI & SAATCHI
Date of First Appearance: Mar 1 2010
Entrant Company: ZENITHMEDIA TURKEY, Istanbul, TURKEY
Group Media Director: Alper Magriso (ZENITHMEDIA)
Group Media Manager: Mine Çetin (ZENITHMEDIA)
Outdoor Director: Tankut Buda (ZENITHMEDIA)
Press Director: Kevser Selen (ZENITHMEDIA)
Vice President of Client Services: Ayşe Evin (GÜZEL SANATLAR SAATCHI & SAATCHI)
Account Executive: Gülüm Kürkçü (GÜZEL SANATLAR SAATCHI & SAATCHI)
Account Director: Elif Gökdemir (GÜZEL SANATLAR SAATCHI & SAATCHI)
Creative Group Director: Emrah Doğu Akay (GÜZEL SANATLAR SAATCHI & SAATCHI)
Art Director: Oya Rapayazdiç (GÜZEL SANATLAR SAATCHI & SAATCHI)
Media placement: Tv Campaign - Atv, Show, Star Tv, Fox, Kanal D, Kanal 7, Ntv, Ntv Spor, Digiturk Platform, CNN - 01 March 2010
Media placement: Newspaper Campaign - Hurriyet, Sabah, Milliyet, Haberturk, Aksam, Posta, Vatan, Zaman - 01 March 2010
Media placement: Outdoor Campaign - Billboards, Citylights, Wall Boards, The Train Is Coming Execution In Subways - 01 March 2010
Media placement: Radio Campaign - Power Group, Slowturk, Super, Alem, Show, Kral, Ntv, Acik Radyo - 01 March 2010
Media placement: Cinema Campaign - Cinemas in Istanbul, Ankara, Izmir, Anadolu - 01 March 2010
Media placement: Magazine Campaign - Capital, Ekonomist, Atlas, Digiturk, Forbes, National Geographic - 01 March 2010

Insights, Strategy & the Idea
SÜTAS, one of the leading brands in the dairy products category in Turkey celebrated its 35th year in market with an image campaign. Although the brand had many product campaigns this was the first communication on the brand itself. The campaign was named as SÜTASKI. Süt means milk and aşk means love. Basically the campaign was based on the love of milk with several key elements;
- The passion and respect for duty
- Flying cows
- We can reach everywhere
Many brands celebrate their anniversaries in Turkey. We didn’t want to be one of these brands with a spectacular TVC. We needed to cut through clutter and celebrate our 35th anniversary in style by creating an experience. In order to differentiate ourselves from the other anniversary campaigns we decided to execute a multi media campaign with innovative usages in every media in addition to the classic approach.

Creative Execution
The execution was simple, to build reach using multi-media while having at least 1 creative execution in each media.
TV:
- Virtual advertising on national football matches where the cows flew from the centre court
Newspaper:
- Flying cows from on end of the newspaper to the other end on the centre pages
- SÜTASKI poems placed on the love poems sections of a national newspaper
Magazine:
- Specially designed Skylife(Official magazine of Turkish Airlines) ads.
Out of Home:
- City lights, billboards and wall boards with cut out and led animations
- Execution of products hanging on the electric wires
- “The train is coming execution” on the subway stations
- The jingle playing at music stores on Istiklal Street.
Radio:
-Sponsorship of love songs on a national radio
Cinema:
The movie look alike posters such as “SÜTASKI Story” in movie theatre lobbies.
Internet:
Game integrated banners featuring flying cows collecting hearts.

Results and Effectiveness
Although the SÜTASKI campaign was executed in Q1 2010, it was chosen as the 4th most remembered campaign in January 2011 issue of Marketing Turkey.
Has scored way over the average with 56% on Ipsos KMG’s ad recall test (Turkey average 34%).
SÜTAS claimed leadership in spontaneous awareness surpassing the closest rival Pınar for the first time in a decade.
It claimed most appreciated brand in the dairy products category also surpassing Pınar.
Despite not being stocked by the Migros Group (The largest retail group in Turkey) SÜTAS was able to increase market share from 14%, to 17% at the end of 2010.