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.

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.

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.

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...