Mindshare: KOC GROUP MEDIA PITCH by Mindshare Istanbul for Mindshare

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Mindshare: KOC GROUP MEDIA PITCH

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Industry Business equipment & services
Media Promo & PR
Market Turkey
Agency Mindshare Istanbul
Director Hande Ergun, Isil Sevinc, Berrin Inaluk, Onder Balci
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Special Events and Stunt/Live Advertising Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser/Client: MINDSHARE
Product/Service: MINDSHARE SERVICES
Entrant Company: MINDSHARE Istanbul, TURKEY
Media Agency: MINDSHARE Istanbul, TURKEY

Chief Executive Officer: Demet Ikiler (GROUPM)
General Manager: Ozer Sata (MINDSHARE)
Director: Hande Ergun (MINDSHARE)
Director: Isil Sevinc (MINDSHARE)
Director: Berrin Inaluk (MINDSHARE)
Director: Onder Balci (MINDSHARE)
Manager: Gamze Gulcu (MINDSHARE)

Results and Effectiveness:
We won the pitch. Turkey’s biggest advertiser agrees that we have talent.
We were seen by nearly 50% of Turkey’s TV viewers.
Fortunately for Turkey, KOC now keeps us so busy that our hip-hop career is on hold.
Creative Execution:
Our idea was to put our pitch team on Turkey’s Got Talent the day before our 11 board directors and 70 marketing directors had to select their agency of choice.
Our pitch team would appear as a rap group, with lyrics that explicitly demonstrated our ability to deliver unconventional media solutions.
Using our media relationships we secured the chance to appear for free on the live final of Turkey’s biggest TV show.
The team, including our CEO, rapped a song to demonstrate that we could do things that no other agency could. Signs carrying the lyrics reinforced the message.
Insights, Strategy and the Idea:
When KOC Group decided to hold a pitch, every agency in town wanted a piece of the action. The company is the biggest advertiser in Turkey and this was the biggest media consolidation in 2010.
The trouble is that the 11 board directors and 70 marketing directors were going to select the shortlist by reading written submissions only.
They were going to read pages and pages of documentation submitted by 10 different agencies in a single day before making a decision.
The danger was that our proposal would get lost or misunderstood.
Our insight was that media pitches are as much talent shows as they are business processes.
So we needed to showcase our talent for delivering unconventional, even impossible, media solutions. And we’d do it by appearing on Turkey’s biggest talent show.