THE CULTURAL BACKGROUND
Gold has been important for Turkish People throughout history. Since the days of The Ottoman Empire, a tradition has existed for over 500 years in Turkey: At weddings, people give gold to newlyweds to support them in starting a new chapter in their lives. Wedding guests purchase gold to pin onto the happy couple. After the wedding, young couples convert this gold into cash to buy home appliances for their new homes.
THE PROBLEM
The gold prices were always rising because of the unstable economic conditions in Turkey. In recent years, people had a hard time buying gold. This situation created a conversation in the social media. However, it was a great opportunity to establish better connection to our consumers and make Vestel products more accessible to real life.
THE IDEA
As Vestel, a competitive local brand, we created our own pinnable items. We transformed our home appliances into pinnable promotional items in gold appearance. Refrigerator, to pinnable refrigerator. Television, to pinnable television. Iron, to pinnable iron. We stamped promo codes onto the back of the pins and began selling them in our stores. Starting from the stores we made a fully integrated campaign including digital and
THE RESULTS
Vestel Pinnable Home Appliances have become an extraordinary brand experience and have already revolutionized the local tradition of gifting gold in Turkey. Instead of buying gold, people started buying Pinnable Home Appliances. Newlyweds were receiving them during weddings, and they would come to Vestel stores to exchange their pins for products. The campaign gained local and regional media coverage and became a national conversation resulting in a +68% brand awareness for Vestel while selling 312.285 pinnable home appliances.
“Simple and very smart”
ADWEEK
“One of the most creative campaigns of the year.”
CONTAGIOUS MAGAZINE
“New invention from Vestel”
TEKNOTALK MAGAZINE
“A new way of brand experience”
SABAH NEWSPAPER
“Jewellery like home appliances”
MİLLİYET NEWSPAPER
Advertising Agency
Karbonat Independent Agency
Executive Creative Director
Cihan Kavaklıpınar
Creative Group Head
Selim Küçükkutlu
Art Director
Selim Küçükkutlu, Birce Kırbaş, Oğuzhan Öztürk
Copywriter
Emre Çakmak, İrem Ataman
Motion Designer
Ayşegül Pamak, Serdar Canik
Production Designer
Selim Küçükkutlu
Account Group Director
Ceren Ünay
Account Executive
Nazlı Uygur, Merve Karaçelik
Digital & Strategy Director
Burak Sıraç
Digital Content Creator
Melda Ennekavi Şimşek
Production
Astronot Film
Director
Meltem Alkuzey
