Date post: | 28-Dec-2015 |
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ENDEARING CLASSICAL WESTERN MUSIC TO TURKEY
CANNES YOUNG LİONS – YOUNG MARKETERS
Almula Söylem & Seyran Doğan
UNCONSCIOUSLY IN OUR LIVES
Love & Non- existence
Excitement Anger Hope
THE PROJECT:STORY CAMPAIGN
What is the link?What connects them?
1. Create a topic in their lives
2. Turn it to a common social activity
OBJECTİVESBusiness objective
Increase percentage of classical music listeners by 15% pp.*
Communication objective
Evoke emotions after listening western classical music and give music pieces a meaning.
TARGET:STORYTELLERS
Socialize with TV
Extravert
Stories ofdrama, power, intrigue and
unrequited love
Expert on daily hot topicsInfluencer
Conventional women
Traditional values
Housewife
Dignity in social life
Soap operas
BARRIER
Not relevant Not interested
Don’t feel anythingDon’t know the storyDon’t understand
Why? Why?
INSIGHT
Resonate with classical
masterpieces
Show off intellectual level
Why?
BENEFIT
REASONS TO BELIEVEChoose your
own taste
Rivalry
Immortal love
Grief
Love and affair
Impressive stories, common emotions
HOW
DELİVERABLES
• Creative concept and execution of integrated communication campaign for telling “the stories
• Catchy slogan
• Traditional• Emotional• Uplifting
TONE OF VOICE
• TV• Event / Guerilla• Outdoor• PR
CHANNELS
EVEN IF YOU LOSE THIS BRIEF PAPERS...
How would you tell the story of Beethoven’s Moonlight Sonata?