Yemeksepeti.com Promo, Case study YEMEKSEPETI@WOW by Gyro Istanbul

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YEMEKSEPETI@WOW

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Industry Postal, Courier, Shipping & Freight services, Fast food outlets & restaurants
Media Promo & PR, Case study
Market Turkey
Agency Gyro Istanbul
Strategic Planner Arif Emre Percin
Released March 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: YEMEKSEPETI.COM
Product/Service: ONLINE FOOD PORTAL
Agency: GYRO
Date of First Appearance: Mar 9 2010
Entrant Company: GYRO, Istanbul, TURKEY
Creative Director/Founder: Gokhan Yucel (Gyro Istanbul)
Founder/CEO/Player: Gokcen Yucel (Gyro Istanbul)
Project Coordinator: Mine Anafarta (Gyro Istanbul)
Strategic Planner: Emre Perçin (Gyro Istanbul)
Production/Director: Kıvanç Ilgüner (Gyro Istanbul)
Graphic Design: Leman Sanıtürk (Gyro Istanbul)
Marketing Manager: Ilgin Ece Şahin (Yemeksepeti.com)
Marketing Manager: Nedim Nahmias (Yemeksepeti.com)
Media placement: digital guerilla - world of warcraft - 07-05-2010

Insights, Strategy & the Idea
Yemeksepeti, is the biggest online food portal of Turkey. company has been the leader of its market for 10 years...it's a lovemark for a lot of people in the country. so we needed to come up with and idea to boost their sympathy. we decided that we should never use conventional methods like promotions.
instead, we wanted to give them the message that wherever they are, they have yemeksepeti.

our target audience were gamers...they play 4-10 hours a day in front of a computer...they also eat there...so it would be right to give them the message that yemeksepeti is there for them when they got hungry, either in the game or in the real world.

Creative Execution
yemeksepeti has never been pushy to its consumers in the market in terms of messages and advertising methods...we decided that we should never use conventional methods.

instead, we wanted to give them the message that wherever they are, they have yemeksepeti.

our target audience, gamers. they live in front of their computer...they eat, chat, even sleep there...so it would be right to touch them inside Azeroth.

so we created an account inside the game called "yemeksepeti". this character became expert in in-game cooking, where you hunt animals and cook them to gain special powers...we started cooking for other players inside the game. we did not want to turn into a system where they can also order food in real world. we just wanted to boost their game...eventually, they discovered that an account was giving out magical food inside the game.

Results and Effectiveness
As result, our lovely dwarf had 2,274 regular customers at 21 servers in 6 months.
His weekly meal deliveries reached up to 10,000.

news about this mysterious character turned into a urban legend in the servers and game forums...even newsletters talked about this service inside the game...

in the end yemeksepeti.com continued supporting its users even in the virtual world.

Because Azeroth can not be saved with a starving hero…