Advertiser: PEPSICO
Agency: OMD
Category: Best Use of Print
Medina Turgul DDB Team: Medina Turgul DDB Team (DDB Turkey)
Pepsico Brand Team: Pepsico Brand Team (Pepsico)
OMD Turkey Pepsico Team: OMD Turkey Pepsico Team (OMD Turkey)
Execution
There is a famous saying: ‘you can tell the quality of a university by the books they publish.’ This became the core point of Turkenglish Dictionary with the contibution of the academy’s most populer teacher: Haydar Ling. We decided to launch an academic masterpiece: A dictionary that would help our students advance their language skills..Considering our target audience’s dynamics, we realized that they were mostly reading newspapers on weekends. The top circulation newspaper was chosen to be the media partner and they published Turkenglish Dictionary with a distinctive cover. We found it appropriate to use the ‘traditional product promotion campaign’ template sarcastically to drive the attention. The concept also was promoted in the season finale of the popular TV series to promote the dictionary.Cover had a surprise aiming online-offline integration;an exam for the next day through Twitter and questions would be asked from the dictionary content.
Effectiveness
Doritos Fritos sales went up by %70 in the first three months.Hürriyet newspaper cover successfully reached 700.000 people. 10.000 tweets were sent during Twitter exams. 1.250 students who aced their exams recieved their Turkilizce Sözlüks as awards. Number of Facebook fans reached more than 700.000 after the promotion of Doritos Academy.
Strategy
Doritos decided to create a youth platform for the launch of its new product; Fritos. The primary target audience for this launch was young adults and the secondary target audience was university students. Research indicated that what young adults have in common is their routine ‘student life.’ This notion led to the creation of ‘Doritos Academy.’ Doritos Academy wanted students to study what they already know and offered a long term, brand-based and interactive media mix. What made this media mix extraordinary was; rather than focusing on the classic media-centered planning, we focused on the ‘academic life.’Doritos Academy had everything that an ordinary university would have: teachers, classes, books, class notes, exams and a campus. This platform made sarcastic references about every aspect of student life.