inlingua DM THE SUBTITLED GIRL by TBWA\ Istanbul

THE SUBTITLED GIRL
The Direct marketing titled THE SUBTITLED GIRL was done by TBWA\ Istanbul advertising agency for inlingua in Turkey. It was released in Mar 2011.
Advertising campaign for inlingua

inlingua: THE SUBTITLED GIRL

Brand
inlingua
Media
DM
Released
March 2011
Posted
March 2011
Market
Turkey
Industry
Language schools
Agency
TBWA\ Istanbul
Executive Creative Director
Ilkay Gurpinar
Creative Director
Emre Kaplan
Copywriter
Erkan Erdem
Art Director
Gamze Ichedef
Producer
Adil Ersan Kunerli
Producer
Cheyun Sevil

Credits & Description:

Category: Ambient Media (Large Scale)

Advertiser: INLINGUA

Product/Service: LANGUAGE COURSE

Agency: TBWA\ISTANBUL

Date of First Appearance: Mar 25 2011

Entrant Company: TBWA\ISTANBUL, TURKEY

Executive Creative Director: Ilkay Gurpinar (TBWA\ISTANBUL)

Creative Director: Emre Kaplan (TBWA\ISTANBUL)

Art Director: Gamze Ichedef (TBWA\ISTANBUL)

Copywriter: Erkan Erdem (TBWA\ISTANBUL)

Brand Manager: Ipek Turkili (TBWA\ISTANBUL)

IT: Ali Genc (TBWA\ISTANBUL)

Agency Producer: Ceyda Kayacetin (TBWA\ISTANBUL)

Producer: Adil Ersan Kunerli (TBWA\ISTANBUL)

Producer: Cheyun Sevil (TBWA\ISTANBUL)

Media placement: Street Event - Beyoglu, Besiktas, Sultanahmet, Bagdat Streets of ISTANBUL - 25 March 2011



Describe the brief/objective of the direct campaign.

To create awareness about Inlingua Istanbul Language Schools



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We wanted to give people this real-life experience of knowing a foreign language. To inform people about the English courses at Inlingua we created the Subtitled Girl. Whatever she spoke in English has immediately showed up on her led screen in Turkish. In a period of one month, the calls Inlingua Istanbul offices received have increased by %350. And the English courses registration has increased by 25%.



Explain why the creative execution was relevant to the product or service.

Because knowing a language is such a comfort. We wanted to give people this real-life experience of knowing a foreign language.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The Subtitled Girl walked around the most popular districts of Istanbul for a week. She interacted with hundreds of people. She asked questions. She also handed out the English Courses’ brochures around the city. In a period of one month, the calls Inlingua Istanbul offices received have increased by %350. And the English courses registration has increased by 25%.