YKM Promo THE ACCORDION SHOPPING BAG by TBWA\ Istanbul

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THE ACCORDION SHOPPING BAG

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Emre Kaplan
Art Director Şükran Genç
Released February 2011

Credits & Description

Category: Retail (Incl. Restaurants)
Advertiser: YKM
Product/Service: DEPARTMENT STORE
Agency: TBWA\ISTANBUL
Date of First Appearance: Feb 9 2011
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA \ Istanbul)
Creative Director: Emre Kaplan (TBWA \ Istanbul)
Art Director: Sukran Genc (TBWA \ Istanbul)
Account Director: Asli Ceren Aksak (TBWA \ Istanbul)
Account Manager: Melis Inceer (TBWA \ Istanbul)
Print Buyer: Hakan Gulsoy (TBWA \ Istanbul)
Media placement: instore - ykm stores - 1 march 2011

Describe the objective of the promotion.
The objective was to emphasise the different departments of YKM using the shopping bag as a medium.

Describe how the promotion developed from concept to implementation.
To emphasise the different departments of YKM we designed a shopping bag with different sections. We named each section with another important department of YKM. The colours on the bag match the departments’ colour code within the stores.

Explain why the method of promotion was most relevant to the product or service.
YKM is Turkey’s largest department store, with hundreds of brands and many departments. However it is mostly perceived as a “Women’s Wear Store”. Although seasonal campaigns take place for men’s and women’s apparel, we wanted to emphasise the department store concepts through our shopping bags. Since the shopping bag is the most important advertising tool of a retail brand, we wanted to reflect the concept of the department store using our bags.

Describe the success of the promotion with both client and consumer including some quantifiable results.
From the consumer’s point of view, it is useful to carry one bag instead of many bags when they shop from different departments at the store. The Accordion Bag gets larger and larger due to your amount of shopping. At the point of purchase the products are placed in the bag according to the department they are bought from.
From the client’s perspective, it is free advertising to display our message about the department store concept both in and out of the store.