50% ENERGY SAVING ON BILLS by Saatchi & Saatchi Istanbul for Vestel

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50% ENERGY SAVING ON BILLS

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Industry Electronic Devices & Home Appliances, Washing Machines
Media Promo & PR, Case study
Market Turkey
Agency Saatchi & Saatchi Istanbul
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: VESTEL
Product/Service: VESTEL TWINJET PLUS
Agency: GUZEL SANATLAR SAATCHI & SAATCHI
Date of First Appearance: Mar 1 2011
Entrant Company: ZENITHMEDIA TURKEY, Istanbul, TURKEY
Group Media Director: Pınar Alagöz (Zenithmedia)
Outdoor Director: Tankut Buda (Zenithmedia)
Group Media Manager: Gülnur Ersanay (Zenithmedia)
Group Media Manager: Özlem Beyenirsoy (Zenithmedia)
Media placement: Ambient (Electricty bills) - Mailboxes - 1 March 2011

Insights, Strategy & the Idea
VESTEL is one of the leading brands of the home appliances sector in Turkey.
The main motto of the brand is ‘Friendly Technology’ which is using technology as a way to help consumers on saving money and time. Along with these, the brand also emphasizes the importance of environmentalism as being nature-friendly is also part of their motto.
In line with this, VESTEL produced the TWINJET Washing Machines which save 50 % of energy by washing the laundry in 12 minutes.
In this very competitive market; rival brands are also highlighting energy saving features of their products. We had to differentiate from them by emphasizing the strengths of VESTEL using extraordinary media to cut through clutter.
This situation has led us to the conclusion that we should not only deliver the message to the consumer, but also give them a virtual ‘money saving experience’.

Creative Execution
We had to engage with people in their personal territory to make it a real life experience.
To create such a feeling, we decided to show the direct effect on their electricity usage: THE ELECTRICITY BILLS!
As the electric bills are governmental documents, we were not allowed to use them in our advertising activities; so we created an imitation one!
This imitated bill was an exact look alike of the real government bill. We distributed these bills to the mail boxes of apartments in selected areas. In this way, we reached 50,000 houses in our target group, the flow was at minimum level as the bills are ‘must look at’ documents for people.
The message on it was simple and to the point: “You’d be paying 50% less if you were using VESTEL TWINJET”.

Results and Effectiveness
The bills have been distributed to 50,000 houses, so that we were able to reach approximately 175.000 people. On the bills, the name section was stated as Mr/Mrs Non- User of TWINJET PLUS.
The distribution took place on the weekend, the circulation of dealers in those selected areas have increased during this period.
Also the execution created a PR effect, as it has been posted in the News sections of the most prestigious marketing sites in Turkey.
The client has been very satisfied by this project as they have received very positive feedback from both their customers and dealers.