vogue turkiye 1st anniversary
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Vogue Turkiye 1st Anniversary -- Cannes Lions '12 ApplicationsTRANSCRIPT
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Vogue Turkiye 1st Year Anniversary
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The Objective
First objective was set to increase sales
The second objective is providing the Vogue readers an emotional benefit.
Announcing Vogue’s 1st anniversary Turkish edition
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The Target Group
Premium Turkish Women
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The Concept
Planning a competition that would make them think the 1st anniversary edition concept “a daring year”
Vogue brought the world’s best fashion photographers Mert & Marcus and the world’s famous model Gisele Bündchen
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The Media Strategy
1. Turkcell’s MobilCode (Microsoft Tag) embedded in a newspaper
1. WEEK
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The Media Strategy
1. WEEK
2. Mobile rich media ads placed on mobile sites and applications
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The Media Strategy
1. WEEK3. The promotion video placed into 200.000 NTV-MSNBC Video News Package
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The Media Strategy
2. WEEK1. MMS sent to 25.000 people in high-income areas of Istanbul
Text VOGUE to 7516.Tell us boldly why you
want to win.
Do you dare?
The jumpsuit by Hakaan which Gisele wore for Vogue Turkiye can be
yours!
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The Media Strategy
2. The promotion video sent out as Video IVR calls
2. WEEK
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The Results
On the first day, the MobilKod (Microsoft Tag – 2d barcode) that was embedded in the printed ad was scanned more than 2.600 times.
Mobile video banners got higher than average CTR rates of %12, Mobile banners generated 10 times more return than web banners with %1,54 CTR rates.
The location based MMSes reached over %82 return of the average content view.
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SUCCESS
Vogue’s anniversary edition increased its sales volume by %30 compared to the previous editions.