ENDEARING CLASSICAL WESTERN MUSIC TO TURKEY

CANNES YOUNG LİONS – YOUNG MARKETERS

Almula Söylem & Seyran Doğan

UNCONSCIOUSLY IN OUR LIVES

Love & Non- existence

Excitement Anger Hope

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

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.

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

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

REASONS TO BELIEVEChoose your

own taste

Rivalry

Immortal love

Grief

Love and affair

Impressive stories, common emotions

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

EVEN IF YOU LOSE THIS BRIEF PAPERS...

How would you tell the story of Beethoven’s Moonlight Sonata?