Mey Icki Sanayii Ve Ticaret: ISTANBUL BLUE NIGHT

Credits & Description:

Category: Best Use of Guerilla Marketing in a Promotional Campaign

Advertiser: MEY IÇKI SANAYII VE TICARET

Product/Service: ALCOHOL

Agency: DREAM DESIGN FACTORY

Date of First Appearance: Feb 18 2011

Entrant Company: DREAM DESIGN FACTORY, Istanbul, TURKEY

Creative Director/Partner: Arhan Kayar (Dream Design Factory)

Event Planner/Organisation Manager: Dilek Ocal (Dream Design Factory)

International Project Coordinator: Sinem Kocayas (Dream Design Factory)

Performance & Artist Coordinator: Lisya Besalel (Dream Design Factory)

Event Production: Fatih Yazici (Dream Design Factory)

Project Assistant: Dorukcan Koca (Dream Design Factory)

Graphic Designer: Guray Yildizaydin (Dream Design Factory)

General Event Organiser: Elif Akdoğan (Dream Design Factory)

Media placement: Advertorial Movie - Social Media On Internet - 1 March 2011



Describe the objective of the promotion.

The aim of this promotion was to combine the city of Istanbul, with night-life and vodka all together to announce MEY İÇKİ ‘s newest product “Istanblue Vodka” with a high impression event.

Creating a street festival night themed with the colour of blue brings an unforgettable night to the target audience. By using brand awareness and utilisation, higher amounts of sales in Turkey are expected.



Describe how the promotion developed from concept to implementation.

The main concept of this event was to enlighten the Beyoglu district and the main symbols of Istanbul such as the Galata Tower, Marmara Hotels and The Maiden's Tower, with blue lights and create a street festival for a traditional event that will be taking place on February 18th of every year. 34 different bars participated in the event, which were marked by the Istanbul blue light signs on the doors. Promotional accessories such as hats and glasses were distributed in the bars and on the street during the festival.



Explain why the method of promotion was most relevant to the product or service.

The method of “Guerrilla”was chosen all over the city in order to make a sensation for the public. For the Guerrilla method we have used Mini Coopers, segways and walking balloons that were covered with the brandings of Istanbul blue night. They were distributing flyers that were directing public to the event website, where they were able to get more detailed information about the event. For the distribution, we have focused on the places that were crowded in the daytime, and at night time we chose to distribute around nightclub areas where we could reach more people.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Total street events reached almost 5,000.

Total Event reach in Istanbul Blue Night Points = 7,500.

Total Istanbul Blue Night reached 142,000.

Total Guerilla Activities reached 100,000.

Total sales of Istanblue Vodka increased by 40% in the Beyoglu region.