endearing classical western music to turkey cannes young lions – young marketers almula söylem...
TRANSCRIPT
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ENDEARING CLASSICAL WESTERN MUSIC TO TURKEY
CANNES YOUNG LİONS – YOUNG MARKETERS
Almula Söylem & Seyran Doğan
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UNCONSCIOUSLY IN OUR LIVES
Love & Non- existence
Excitement Anger Hope
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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
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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.
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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
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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
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REASONS TO BELIEVEChoose your
own taste
Rivalry
Immortal love
Grief
Love and affair
Impressive stories, common emotions
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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
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EVEN IF YOU LOSE THIS BRIEF PAPERS...
How would you tell the story of Beethoven’s Moonlight Sonata?