Date post: | 17-Oct-2014 |
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Business |
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TURKISH AIRLINESDIGITAL AGENCY PITCH 2009
THE STORY OF A CREATIVE DIGITAL BRIEF:
THIS SLIDESHOW TELLS THE STORY OF A
CREATIVE DIGITAL PITCH.
THE CLIENT, TURKISH AIRLINES, LAUNCHED A DIGITAL PITCH IN JULY 2009. MOST OF THE MAJOR INTERACTIVE AGENCIES IN TURKEY PARTICIPATED.
“SOCIAL MEDIA IQ” WAS THE ESSENCE OF THE BRIEF.
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DNA MEETINGTURKISH AIRLINES MET
PROSPECTIVE AGENCIES
PRIOR TO THE PITCHTO SEE HOW WELL THEY WOULD GET ALONG.
AFTER ALL, THEY KNOW THAT COMPATIBILITY BETWEEN THE CLIENT & THE AGENCY
BREEDS SUCCESS.
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THIS IS YOUR BRIEF. WHICH IS NOTHING BUT A KEYWORD: “THYBRIEF” GO FIND IT!
IT’S A
SOCIALMEDIAPUZZLE INSTEAD OF ATRADITIONAL BRIEF
THUS BEGAN THE NON-TRADITIONAL, “SCAVENGER-HUNT-LIKE” BRIEF PROCESS. TURKISH AIRLINES ONLY SHARED A KEYWORD WITH AGENCIES. IT WAS UP TO THE AGENCIES TO FIND HIDDEN PARTS OF THE BRIEF IN THE VAST SOCIAL MEDIA MAZE. CLUES WERE EVERYWHERE: BLOGSPOT, FACEBOOK, TWITTER, FLICKR, FRIENDFEED, MINDMEISTER, GOOGLE DOCS, SLIDESHARE... EVEN SECRET PASSWORDS WERE EMBEDDED IN HTML SOURCE CODES. Ph
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THIS BRIEF CLEARLY SET THE BAR HIGHER IN TURKISH ADVERTISING LANDSCAPE.
IT FUELED NEW DISCUSSIONS TO RETHINK
THE ROLE OF DIGITAL IN EVERY STEP OF THE
CREATIVE PROCESS, INCLUDING CLIENT BRIEFS
AND EXPECTATIONS.
THE VIRAL CHALLENGETURKISH AIRLINES EXPECTED AGENCIES TO MAKE THE STORY OFTHIS BRIEF VIRAL. SEEDING WAS AN ESSENTIAL POINT IN EVALUATION.
SO THE MESSAGE WAS CLEAR: GET PEOPLE TALKING ABOUT THE BRIEF PROCESS ITSELF.
THE MORE YOU SPREAD THE WORD, THE MORE CHANCE YOU HAVE.
FINALLY THE BRIEF IS SOLVED
NOW SPREAD THE WORD!
SEED IT!
AGENCIES STARTED TO FILL THEINTERNET WITH THEIR SEEDING EFFORTS.
FROM VIRAL TO MAINSTREAM
ARTICLES ABOUT THE TURKISH AIRLINES DIGITAL PITCH WERE PUBLISHED ON MAJOR ADVERTISING &MARKETING WEBSITES SUCH ASFAST COMPANY AND BRAND REPUBLIC
DE-BRIEF PRESENTATION QUALITY
GLOBAL STRATEGIC MANAGEMENT
GLOBAL BUSINESS PARTNERSBRIEF COMPREHENSIONAND MARKET ANALYSIS
CREATIVITY ANDPRODUCTION QUALITY
CLIENT - AGENCYDNA COMPATIBILITY
FOLLOWING ANDIMPLEMENTING TRENDS
PROJECT MANAGEMENT QUALITY
DEDICATED TEAM PROFILEAGENCY PORTFOLIO / SHOWREEL
PROJECT DEVELOPMENT SKILLSACROSS SOCIAL MEDIA PLATFORMS
APPROPRIATE MEDIA SUGGESTIONSFOR THE DIGITAL STRATEGY OF THE BRAND
AGENCY EVALUATION CRITERIACLIENT EXPECTATIONS WERE HIGH AND DIVERSE.THE AGENCY THAT MET THE MOST WOULD WIN.
THE FINALWHISTLEAGENCIES HAD TO CRACK ACODE ONE MORE TIME, TOLEARN THE WINNER.
WHICH WAS
DIGITAL McCANN
WHAT’S NEXT?THE INNOVATIVE CLIENT MET THE CREATIVE DIGITAL AGENCY. FROM NOW ON DIGITAL BRIEFS WILL NOT BE THE SAME(AT LEAST IN TURKEY)
AGENCIES; PREPARE FOR DIGITAL-MINDED CLIENTS...
CLIENTS; PREPARE FOR DIGITAL-MINDED AGENCIES...
CONSUMERS; PREPARE FOR TAKE-OFF...